Community Choice Credit Union Transforms Branches into Relationship-Focused Member Centers

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Community Choice Credit Union is changing the way its members bank by transforming traditional branches into open-concept member centers. The new layouts allow for more relationship building in banking, which can lead to better financial wellness of the Credit Union members.

A rendering of the new open-concept Community Choice member centers shows a layout more conducive to relationship building

People aren't going to their credit union to deposit a check or make a transaction—that’s all done online or on a Smartphone app. Instead, they’re coming to us for personal financial advice.

Community Choice Credit Union is doing away with its teller lines and changing the way people do banking by transforming many of its branches to state-of-the-art member centers.

“The way our members do their banking has fundamentally changed,” said Philip Cooper, EVP – Chief Operating Officer of Community Choice Credit Union. “People aren't going to their credit union to deposit a check or make a transaction—that’s all done online or on a Smartphone app. Instead, they’re coming to us for personal financial advice. Our member centers promote this type of relationship-focused environment.”

By changing the branches to member centers, Community Choice is capturing the purpose of each location—a place for members to get together with Community Choice Personal Advisors to build a relationship with their financial institution. This is reflected in every facet of the member center’s remodeled interior design.

The member center’s open concept departs from traditional bank branches that were constructed with counters and windows separating the teller from the customer, making members less inclined to form relationships with staff. Instead, member centers are open and conducive to relationship building. Members can choose to complete tasks at self-serve kiosks or with side-by-side guidance from a personal advisor.

The entire transformation is underpinned by a Let’s get togetherTM approach, fostering the sense that Community Choice member centers will look and feel like a place you want to gather—a place where you’ll feel comfortable spending time, whether it’s to inquire about loan options or learn about ways to improve your financial wellness.

Member centers in Livonia and Milford, Michigan are undergoing extensive remodels to mirror this new member experience, and with the recent groundbreaking of a new member center in Northville Township, Community Choice Credit Union will soon offer nine locations to serve the financial needs of Metro Detroit.

About Community Choice Credit Union: Established in 1935, Community Choice Credit Union offers a wide variety of financial products and services for both consumers and businesses. Any individual who lives, works, or worships in the following counties is eligible to become a member of Community Choice Credit Union: Genesee, Lapeer, Livingston, Macomb, Oakland, St. Clair, Washtenaw or Wayne County, Michigan. Since 2008, Community Choice has invested more than $751,285 and 10,961 volunteer hours into its charitable Give Big efforts throughout Michigan. If you’re looking for an experience that’s different from your current banking relationship, let’s get together. For more information, visit CommunityChoiceCU.com.

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Abbey Bierlein

Lindsey Walenga
CommunityChoiceCreditUnion
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