Credit union members today are often interacting with more technology at home than at the branch, due to the mobile explosion and increased ability to connect to anyone nearly anywhere. Now that members have more choices when it comes to how they prefer to bank, their behavior is beginning to shift towards the flexibility offered through technology. This shift is causing all institutions to re-evaluate the way they operate and deliver products and services.

Taking a deeper look into the credit union industry today, it is obvious that changes are necessary to meet the needs and expectations of members. Many credit unions have adopted a multichannel approach, which is an improvement from disconnected delivery channels of the past, but it is no longer sufficient to address new consumer demands. 

There is now a scramble to shift this multichannel strategy to one that is better defined as omnichannel.