BETHESDA, Md.-Integrating the credit union's entire distribution channel-including branch, ATM, mobile, online and call center-should be top of mind as CEOs plan for 2013.

Ben Psillas, president of Allpoint Network, noted that not only can a seamless integration help CUs reduce vendor costs and become more efficient, but also helps appeal to younger consumers and puts the institution in a better position to handle declining volumes of branch transactions.

"The X, Y and Z generation doesn't really visit the branch; I think over 60% of branch transactions are unprofitable," said Psillas. "The question for the strategic table is 'What do we do with our branch network?' If future buyers of financial services don't want the branch network, what do I do?"

Psillas noted that finding ways to reduce those costs while increasing functionality for members-including more services via mobile, online and at the ATM-can help the CU from the perspective of infrastructure, operational costs, capital expenditures and more.

Mobile also remains a focus. "A lot of financial institutions are trying to develop mobile in a way that's good for them instead of how is it good for the consumer first. If you look at the current and future buyers of financial services, they want things that they can design-in essence where they have the joystick."

Psillas also suggested that credit unions use social media to better promote their philanthropic efforts, in part because many consumers don't really understand how much good work CUs do in their communities.

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