[Updated May 2025]
What Credit Unions Should Do Now: 5 Key Takeaways from the BAI Banking Trends Report
Credit unions are at a turning point.
The BAI Banking Outlook Special Report reveals how quickly customer expectations are changing—and how much work financial institutions still need to do to keep up. From digital transformation to member experience, the message is clear: credit unions must adapt to compete and thrive.
Here are five important things every credit union should take away from this report—and how Better Lobby can help.
1. Make Appointments and Queueing Part of Your CX Strategy
📊 Only 9% of financial leaders said their digital experience is “excellent,” yet members are demanding more flexibility and control.
What to do:
Let members book appointments online, join a virtual queue from their phone, or meet with staff over video or phone.
Better Lobby offers all three, helping credit unions offer fast, easy, and personalized service—whether a member is on-site or remote.
✅ In-branch, phone, or video appointments
✅ QR code check-ins and same-day queuing
✅ Staff photos and bios during booking for added trust
2. Branches Still Matter—But They Need to Feel Smarter
🏦 While mobile dominates for Gen Z and Millennials, Boomers and Gen X still prefer visiting a branch—especially to open new accounts.
What to do:
Make the branch experience count. Use Better Lobby Kiosks for smooth check-ins, Wall Displays to reduce confusion, and staff scheduling tools to prepare for busy times.
✅ Members see where they are in line
✅ Staff know who’s coming and why
✅ Managers get reports to plan better staffing
3. Build Loyalty Through Experience—Not Just Products
💡 Younger generations (Gen Z and Millennials) are less loyal to one financial institution and more open to using Amazon, Apple, or PayPal for banking.
What to do:
Differentiate on service and relationships, not just rates and features. Better Lobby helps credit unions track visit history, staff notes, and service outcomes—so each visit feels personalized.
✅ Know your member before the conversation starts
✅ Track visits across branches
✅ Use visit history to offer smarter follow-up
4. Use Data to Work Smarter, Not Harder
📈 Credit union leaders say improving CX is their #1 business challenge, yet many aren’t using their data to improve operations.
What to do:
Better Lobby offers 50+ built-in reports and dashboard tools to help you:
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Track average wait times and appointment trends
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See which services are most requested
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Adjust staffing or hours based on real traffic patterns
Data like this helps credit unions reduce friction, improve satisfaction, and cut waste—all with the tools they already have.
5. Support DEI, ESG, and Member Values
🌍 A growing number of members—especially younger ones—want to know their credit union shares their values.
What to do:
Better Lobby lets you display staff languages, areas of expertise, and even photos during booking—helping members feel seen and understood. Plus, by offering accessible check-in options, you support equity and inclusion in every interaction.
✅ ADA-friendly self-check-in kiosks
✅ Member-facing text and labels customizable for any audience
✅ Transparent, fair queue management reduces confusion and conflict
Final Thoughts: Banking Trends Report
The BAI report shows that expectations are rising, and competition is growing. But credit unions have a unique opportunity: to deliver high-tech service with a human touch.
Better Lobby is built to help credit unions meet this moment—by improving operations, supporting staff, and creating a modern, welcoming experience for every member.
Want to learn more? Let’s talk about how your credit union can turn insight into action.
In the BAI Banking Outlook research on 2022 trends, financial services leaders reported that these are the top three ways accountholders utilize the branch network:
- open or close an account
- conduct a transaction
- resolve an account problem
Appointments – whether in person or by video – are ideally suited to reasons 1 and 3. Experience shows that more accounts can be opened on the first visit with appointments. Plus return visits for the same new account opening are minimized because the member has been told exactly what paperwork to bring to the appointment.
Read the full report by BAI here
The following section is the original post from April 2022. While some product names and screenshots may be outdated, we’ve kept it here for historical reference.
When it comes to resolving financial account problems, nothing beats a face-to-face conversation with an empathetic CU employee. Our CU partners are increasingly conducting these important meetings by video because Better Lobby Flexible Branches Video Meetings helps deliver a more personalized member experience from the member’s home, car, or office.
Key Takeaway: Going forward, successful CUs will be the ones that combine robust digital-first capabilities with top-notch support from branches and contact centers.
https://www.bai.org/wp-content/uploads/2022/01/the-top-banking-trends-and-challenges-for-2022.pdf