In the ongoing conversation around branch transformation, one word dominates the discussion: technology. From self-service kiosks and Interactive Teller Machines (ITMs) to automated cash recyclers and digital appointment scheduling, the pace of innovation is accelerating—and credit union executives are right to pay attention.
But here’s the truth many leaders overlook: technology only performs as well as the people surrounding it. A sleek new system might streamline a transaction, but it doesn’t replace the need for a well-trained, customer-focused staff. In fact, it makes your people more important than ever.
The human factor in a high-tech branch
Implementing the right technology is essential—but it’s just one piece of the equation. The true transformation happens when technology and people work together, seamlessly supporting one another to deliver both operational efficiency and elevated member experiences.
Take ITMs, for example. These machines can complete most teller transactions, reducing wait times and allowing your staff to focus on more advisory roles. But what happens when a member uses an ITM for the first time? Or when they attempt a transaction that feels unfamiliar or complicated?
That’s not a “glitch.” That’s an opportunity—a pivotal moment where a knowledgeable, welcoming team member can step in, offer help, and turn confusion into confidence. That interaction doesn’t just solve a problem; it builds trust, reinforces loyalty, and elevates the entire experience.
Training is not optional—it’s a strategic imperative
To seize these opportunities, your staff must be equipped—not just technically, but relationally. It’s one thing to know how a piece of technology works. It’s another to anticipate customer hesitation, calmly walk them through the process, and do it all while following security protocols and minimizing fraud risk.
This requires a training approach that’s intentional and ongoing. Your team needs to understand:
- The role of each piece of tech in the customer journey
- How to proactively engage members before frustration sets in
- When and how to step in—without taking over the process
- How to communicate changes in a way that builds confidence, not confusion
- The specific security protocols associated with each type of interaction
When staff are trained to look for moments of need—not as interruptions, but as touchpoints for engagement—they stop acting like babysitters for machines and start becoming true ambassadors for your brand.
Efficiency comes from integration, not isolation
It’s tempting to view technology and staffing as separate line items—one reduces cost, the other increases it. But in a high-performing branch, they’re two sides of the same coin.
When the right tech is integrated into your branch design and paired with a well-trained team:
- Transactions happen faster
- Fraud risk is lowered
- Member satisfaction increases
- Staff productivity and retention go up
- Cross-sell and advisory opportunities multiply
This is where many credit unions miss the mark. They install the technology and expect magic. But it’s not tech alone that creates a modern, efficient, member-loved branch. It’s the combination of the right tools, the right people, and the right training that drives real results.
Tech is the tool. People deliver the promise.
At LEVEL5, we’ve helped hundreds of credit unions navigate this journey—from evaluating which technology solutions are right for their market, to designing branches that enhance the customer journey, to training staff who can bridge the gap between automation and personalized service.
Because we know the truth: technology doesn’t deliver exceptional service—your people do.
So, as you consider your next investment in branch transformation, don’t just ask what new tech you can implement. Ask: Are my people trained to turn tech into trust? That’s how you build efficiency. That’s how you build loyalty. And that’s how you build a branch network that delivers predictable, long-term growth.
