In today’s rapidly evolving financial landscape, credit unions and financial institutions face a dual imperative: deliver seamless, personalized member experiences while driving operational efficiency and branch modernization.
The traditional branch model—once the cornerstone of customer engagement—is being redefined by digital expectations, staffing challenges, and the need for cost-effective scalability. To reduce reliance on legacy systems and in-house resources, credit unions are embracing this shift by integrating:
At Intersect, Diebold Nixdorf’s signature customer event, leaders from Advia Credit Union, America First Credit Union (AFCU), and Vantage West Credit Union joined me on stage to share how they are leading the way in adopting
advanced self-service to enhance member experience, drive operational efficiency, and future-proof credit union branch strategies.
Meeting Members Where They Are
For Jim Jenkins, CISO at Vantage West, the goal is simple: deliver the best possible experience—on the member’s terms. “We’re not implementing video because we want video,” he explained. “We’re doing it because our members sometimes need it to complete their transactions.” This member-first mindset is echoed by Sierra Sorensen, VP of Branch Technology and Innovation at
AFCU, who emphasized the importance of staying relevant. “Video allows us to shift our staff’s energy from routine transactions to more strategic, consultative services.”
Stephanie Davis, Manager of Card Services at Advia, highlighted how video has become a cornerstone of their drive-thru strategy, especially during branch remodels and expansions. “It’s about consistency, availability, and creating efficiencies behind the scenes,” she said.
Change Management: The Secret to Adoption
Technology alone doesn’t drive digital transformation and self-service banking adoption—people do. All three panelists stressed the importance of change management in ensuring the successful adoption of new platforms. Sorensen noted that while younger generations are already comfortable with self-service, legacy members may need more support during self-service banking adoption. “It starts with getting your team on board,” she said. “If your employees understand the ‘why,’ they can help members embrace the change.”
Davis added that proactive communication is key. “We’re involving members in the process—announcing changes ahead of time and educating them on what they can do at the terminals.”
Jenkins pointed out that trust plays a critical role. “When branch staff guide members through the transition, it builds confidence. Not everyone will make the shift, but most will—especially when they feel supported.”
Driving Efficiency Without Sacrificing Experience
While cost savings are a natural benefit of automation, the panelists emphasized that efficiency doesn’t mean cutting corners. Sorensen described AFCU’s approach as a reallocation of resources rather than a reduction. “We’re not eliminating staff—we’re empowering them to focus on higher-value activities like sales and member consultation.”
Davis shared how Advia is using video to scale operations at lower-volume branches, allowing one staff member to manage multiple terminals. Jenkins highlighted how video technology enhances scalability, particularly in remote locations like Tombstone, Arizona, by supplementing branch staff and ensuring coverage during peak times.
Branch Transformation: A Hybrid Future
As financial institutions rethink their physical footprints, the panelists agreed that a hybrid branch model—combining self-service, video assist, and traditional support—is the way forward for modern credit union branch transformation. “We can’t be everything to everyone,” said Sorensen. “But with the right technology, we can meet a wide range of member preferences.”
Davis noted that Advia’s most successful branches are those where over 50% of transactions are now self-served, freeing up staff for more meaningful interactions. Jenkins added that Diebold Nixdorf’s new platform, with its transaction assist capabilities via video on demand, represents a paradigm shift. “It’s not about forcing video—it’s about enabling self-service and stepping in only when needed.”
A True Partnership for Innovation
All three credit unions viewed Diebold Nixdorf as more than just as a vendor, but as a strategic partner. “You’ve listened to our feedback and built it into the platform,” said Jenkins. “That’s what we need—someone who’s in it with us.”
Sorensen echoed this sentiment: “We’re growing fast, and we need a partner that can scale with us. DN has helped us maintain a seamless member experience across all channels.”
Davis concluded with a nod to the long-standing relationship: “We’ve refreshed our entire fleet with DN, and every time it gets better. That’s why we keep moving forward together.”
Final Thoughts
As the panel made clear, the future of
branch banking and self-service banking innovation isn’t about replacing people with machines—it’s about using technology to enhance human connection, improve efficiency, and deliver exceptional member experiences. With the right strategy, the right tools, and the right partner, financial institutions can transform their operations and thrive in a digital-first world.
BANKEN
