ST. PAUL, Minn. – Affinity Plus FCU has rolled out a new branch format that it said transforms member service reps into “multi-purpose member advisors.”

Member advisors are not restricted based on limitations with traditional banking roles of teller and loan officer, Affinity Plus said. Instead, member advisors view each interaction with members not as a simple transaction. It may start as a simple account transaction, and lead to a consumer or home loan, or discussions about budgeting and goal setting.

The $1.6-billion credit union designed more than 10 individual workstations to encourage member advisors to focus on the member in front of them. Each station includes NCR automated recycling technology that bring the member advisors into the middle of the branch in an open-landscape for one-to-one consulting, while still handling cash, checks and money orders safely.

NCR said its Teller Cash Recycler is designed to drive efficiencies for financial institutions’ branch transactions, move lines faster, free up staff time for better service, and promote cross-selling. The TCRs reportedly interface with the branch’s teller application through NCR APTRA Cash Connect software to dispense and deposit cash securely and accurately without the need for a typical cash drawer. NCR said its APTRA Cash Connect software powers the TCR and is the most installed teller automation software in North America.

“Several years ago, we realized that our traditional branch design was isolating our member advisors from truly interacting with our members,” said Sarah Mason, senior vice president for Affinity Plus. “Standing in line and talking to a person behind a wall didn’t achieve the level of personalization and relationship building that we would prefer for our members.”


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