AFFINITY PLUS FEDERAL CREDIT UNION
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“ We ’ re finding that a lot of millennials are not just ‘ mobile first ’ – they are moving toward ‘ mobile only ’”
— Teri Laufers , CIO , Affinity Plus Federal Credit Union
and a plethora of new digital tools . “ The days of having tellers and lenders in the branch are evolving more toward technologists who can support members with both their financial and technology needs ,” says Larson . “ The reality is that not all of our members understand the technology , so there is a lot of opportunity for us to really assist and engage them , and to show them how technological enhancements in banking can really add convenience to their lives .”
Larson adds that employees are coached to offer this support to members when they see opportunities – for example , when a member is in line wanting to make a deposit and they ’ re using their smart phone . “ We certainly want to help them with their deposit , but we consider it an opportunity to show them how to get the job done in a different , more convenient way ,” he says . “ In most cases , they might be aware but are a little afraid . With a technologist mindset , our employees are ready to aid them . I think the environment that we have set up is really conducive for that .”
Affinity Plus ’ commitment to transparency throughout the conversion process has proved beneficial to both members and employees . Along the way the credit union highlighted the many advantages of the new systems to generate excitement and anticipation for the changes . Getting more than 560 employees on board and focused on one major initiative is no easy feat , yet Affinity Plus took on the challenge with gusto , creating an entire brand around its three-year journey , which it referred to internally as the ‘ Journey Beyond ’. “ We wanted this extensive project to have a life of its own : a different logo and different
MAY 2019