Joe Mecca
RALEIGH, N.C.—Saying it’s time digital banking channels receive the same attention as other key business areas, Coastal FCU has created a digital banking division.
The new, four-person group brings together skills previously spread across the credit union, a move the $2.3-billion Coastal predicts will lead to greater innovation and a consistent member experience across digital banking platforms.
Joe Mecca, spokesperson, explained that like many other credit unions, mobile, online banking, bill pay and ATMs had been the responsibilities of multiple departments and often not the sole focus of any one staffer’s day.
“The digital banking division not only owns online the digital channels, it is their only focus,” said Mecca. “They are dedicated to our digital channels just as we have a department dedicated to branching.”
Digital Channels Most Used
It simply makes sense today, said Mecca, to elevate digital banking to the level of any other operations area, especially since the channel handles the most member activity.
“From a transaction standpoint, digital is our busiest area,” said Mecca. “Minus cards, our top two channels are online and mobile banking, followed distantly by branches and ATMs.”
The multi-SEG Coastal, formerly an IBM credit union, now serves technology companies that have tech savvy and often younger employees, offering them services such as mobile bill pay and P2P.
The digital banking team will soon have four staff members once the final business analyst position is filled. VP David Faleski heads the department, Richard Sowell is director, and Lesley Vaughan is manager.
Establishing a digital banking division allows Coastal to better address what members are asking for—a consistent user experience across all delivery channels. “Right now mobile rides on top pf online banking,” said Mecca. “Down the road we would like to have one system that works for both channels, giving members the same experience for mobile and online.”
E-Team To Support Bricks & Mortar
Mecca also hopes that the digital team will find ways to support branches, and vice versa. “Members use both channels. For example, some will apply for a loan online and then finish things up at the credit union.”
The greater emphasis on electronic banking does not signal the end of the branch at Coastal, said Mecca. The credit union has a sophisticated and highly efficient branch network that relies on centralized video tellers. The offices are smaller, and staff there are focused on relationship building, providing information and sales. The centralization of the tellers has allowed Coastal to expand its member hours, with seven days-per-week, 7-7 availability at most locations.
Mecca contended that having digital responsibilities spread across the credit union slows the channel’s growth—and therefore the credit union’s. “We believe this move will keep Coastal’s digital delivery ahead of many of our competitors.”
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