WEST PALM BEACH, Fla. – If current branch designs are any indication, credit union members shouldn't look for traditional teller windows and counters anymore but rather dialogue “pods” or “towers”. “Really, in the last year there has been a surprising amount of interest in the dialogue concept instead of a teller line,” said Andrea Simler-DeGolier, retail coordinator and concept development at Cincinnati-based design/build firm DEI, Incorporated. “They can be designed into any location of a facility although they are typically found in the center of the space. The idea behind them is to help the credit union employee and member develop deeper relationships.” Inspired by a retail-feel and designed to be operated by any branch staffer, the pods contribute to an open feel and break down the usual barriers typically found in traditional teller lines. Generally the pods include frosted glass or some type of barrier for privacy and a computer screen that allows member and credit union employee to work side by side. “By having the member stand right there next to the credit union representative while working on the transaction it helps create more of a bond and a personal touch,” said Simler-DeGolier. “Believe it or not it also provides a greater sense of privacy because the member is looking right at the information on the screen rather than having to discuss an issue over the teller area.” Simler-DeGolier adds that the monitors also provide another visual arena to deliver discreet marketing messages when not in use. Knoxville, Tennessee-based UT Federal Credit Union is among the growing number of credit unions wanting to offer its members the dialogue pod experience. When the $127 million credit union opens the doors to its new 21,000 square-foot headquarters and branch on March 7, members will find an inviting, open space that features four dialogue pods, a coffee bar stocked with cappuccino and water, an Internet caf, kids area, open office spaces and a concierge area to greet members as they come in. While some dialogue pods can have more of a futuristic look and feel, to tie in with the University – and not shock members – raised paneling was used on the UT FCU pods to help bridge the gap between the very traditional southern bank look and the modern pod. “We went through a whole branding process last year and in the focus groups it came out that members were looking to foster deeper relationships with the credit union,” said UT FCU Marketing Vice President Katy Jett. “Around the same time we saw the dialogue format in a credit union in Chattanooga and we realized that instead of having that horrible standard teller queue line this could be the way to build better relationships with our members.” As part of the process the credit union completely redesigned its organizational chart and provided employees training so that anyone of the six staffers on the retail floor is equipped to wait on members providing exceptional service at the initial meeting. “We now have financial consultants who can do everything from transactions and opening accounts to providing loans and home equity accounts,” said Jett. “And the whole time that member is working one-on-one with the same individual, which makes for a more comforting, enjoyable experience.” As far as employees, Jett says they are thrilled with the new facility and retail format. “From now on their job is not the same on any particular day,” said Jett. The employee reaction comes as no surprise to ORNL Credit Union Vice President of Marketing and Electronic Services Larry Jones. His Oakridge, Tennessee-based credit union has been implementing the dialogue pod format for some four years. “We put the first one in a branch at Oakridge National Lab and it worked out so well we've duplicated it in three other branches,” said Jones. “We plan for it to be our primary means of delivering service to our members.” Jones says not only do members enjoy the experience of getting personalized service, but it has helped cut the perceived wait time during peak hours when in a traditional teller line members would be lined to the door and impatient. “Our employees love it and it is odd to explain that while you wouldn't think they could handle the rush and peak times they are actually able to serve members more efficiently with this system,” said Jones. “In addition since we can have multiple people work out of same `station' with their own code, the pods self-balance at the end of the day, which really gives lots of flexibility, there is no more having to close out a drawer with each new shift.” Jones says training employees at these branches takes about four weeks longer that regular training to ensure staffers are able to provide that “one-stop” level of service. “Our number one driver in our strategic plan is to elevate our service as a differentiating fact and this fits perfectly,” said Jones. “It is the same concept of the telephone system where you reach a real person who can help you with whatever you need at contact. Here they get an individual who doesn't have to hand them off to someone else so the member leaves here very happy.” Jones says proof that members prefer this method of service is found at its Knoxville branch, which had both a dialogue pod and small traditional teller line in the back. “We are ripping out that teller line because no one uses it,” said Jones. “We're in the midst of an aggressive branch expansion plan of four offices a year for the next three years and they will all be equipped with these pods because it gives us another way to differentiate ourselves from the competition.” When it comes to the dialogue pod concept, Simler-DeGolier cautions that while it is a fresh approach to an old tradition of banking and service one size does not fit all credit unions. “Always consider your demographic first-how will they respond to it,” said Simler-DeGoiler. “Also this format is a definite change and requires training and if you do opt to make this move then the employees have the be excited about it and the idea of using the lobby as a retail space.” [email protected]