By Rick Poulton
Another technology-enabled member service has entered the credit union branch space: mobile appointment booking. On-line Branch Appointment Booking is driven by the use of mobile devices, the availability of internet connectivity and member expectation of ever greater convenience.
Appointment scheduling software is being deployed by credit unions that are seeking to provide new levels of convenience to their busy members through the use of personalized, one-on-one branch appointments. This software solution typically includes a staff-facing appointment calendar (which integrates with Outlook) and a mobile/web booking tool that permits both members and non-members to quickly choose the visit topic, branch location, date, time and staff member – all on-line.
While appointment scheduling may seem like a relatively simple task, done manually it is error prone and burdensome for staff. With a well-designed, automated system the benefits to the credit union are significant: member service levels are enhanced, staff utilization is improved, branch sales numbers improve; and member loyalty is boosted.
Most members are already accustomed to setting appointments online with other businesses and expect their credit union to provide the same level of convenience. Younger members, in particular, want to do as much as possible on their mobile devices. It’s also important to remember that branch visits encourage new-member growth and on-line appointments encourage branch visits.
What It Means To Branch Employees
As far as branch employees are concerned, online scheduling can reduce administrative effort and make them more available for member-service. As with any meeting, advance preparation is always key to success. With an online appointment system in place staff have a chance to review the member’s past financial dealings prior to the meeting. This preparation time effectively reduces the overall length of the meeting and enables staff to more effectively consult with the member. It also frees time for them to discuss other products and service that may be of interest to the member.
On-line appointments can also mean that the member comes to the meeting better prepared. During the booking process members are advised of documents that will be needed in the meeting (i.e. driver’s license, SSN). Following the booking they typically receive a confirmation be email reinforcing the documents required. In the meeting reminder that precedes the meeting by one day they can be reminded, yet again. The goals are to provide a better experience for members through self-service scheduling, optimize branch traffic flow by moving peak walk-in traffic to non-peak appointment times, and increase meeting success.
In the CFI Group’s recent Credit Union Satisfaction Index, the research group found that the convenience of a branch's location is one of the top member considerations when joining a credit union. In fact, branch staff and branch convenience together accounted for nearly half of the overall leverage on satisfaction. It is clear that branches help drive member growth, and online appointments encourage members to come to the branch when the need arises for a face to face consultation.
Online and mobile appointment booking is an important bridge between the digital channel and the branch network which is why credit unions must strongly consider making mobile and online appointment setting capabilities a priority in the near future at their credit union.
Rick Poulton is president of Better Branches Technology. For info: www.betterbranches.com