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Credit Unions Weigh Branch, Digital Investments

In a world where digital banking has become the norm, some credit unions see strong ROIs in brick and mortar.

By Tina Orem | Updated on September 11, 2015

For most credit union executives, seeing a member cry is usually a bad thing. But for Kathy Ward, senior vice president of branch operations at Navy Federal Credit Union in Vienna, Va., it was a pleasant part of a recent trip to San Diego – and part of a much bigger picture.

“She was carrying a box of Kleenex, and she was quivering,” Ward told CU Times. “She saw me in a suit; she figured I was somebody from headquarters. She wanted to thank me because the member service representatives in the branch helped her get through a tremendously rough time in her life. She didn’t think she could make it through without them. She was tearful, and it was a very moving experience. It was a reminder to me that mobile apps can do a lot, they provide a lot of convenience, but there’s still that face-to-face interaction that the mobile devices don’t have.”

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Tina Orem

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