[Updated September 2025]
In today’s world of mobile apps and online banking, some may think branches are becoming less relevant. But research continues to show that branches still provide a unique advantage—one that directly impacts both service quality and financial performance.
A study from the Federal Reserve Bank of Cleveland found that financial institutions with a physical branch presence were able to make better quality loans. Why? Because branches give staff access to “soft information”—insights about members, their communities, and local economic conditions that simply can’t be captured by numbers alone. This local knowledge helps credit unions make smarter decisions, reduce risk, and better serve members.
The Human Side of Banking
Branches remain essential for building personal relationships, fostering trust, and supporting members through complex financial decisions. Whether it’s applying for a mortgage, planning for retirement, or resolving an issue, many members still prefer face-to-face interactions when the stakes are high.
At the same time, digital channels are vital for convenience and speed. The strongest credit unions don’t choose between digital and in-person service—they integrate both to create a seamless experience.
Connecting Branches and Digital Channels
One of the best ways to bridge the digital and physical is through online and mobile appointment booking. By allowing members to schedule time with branch staff in advance, credit unions can:
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Give members confidence that they’ll be seen quickly and prepared for.
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Reduce lobby wait times and improve satisfaction.
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Help staff prepare for appointments and provide better service.
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Align digital convenience with the personal touch of the branch.
Key Takeaway
Branches aren’t going away—they’re evolving. By combining digital tools like appointment scheduling with the unique advantages of local branch knowledge, credit unions can deliver the best of both worlds: convenience and human connection. With Better Lobby’s Mobile Appointment Booking Tool, your credit union can strengthen service quality while boosting branch productivity and sales.
The following section is the original post from December 2015. While some product names and screenshots may be outdated, we’ve kept it here for historical reference.
According to a recent study by the Federal Reserve Bank of Cleveland, branches provide an information advantage that helps bolster the bottom line, even in an era of Internet and mobile banking. Cleveland Fed researcher Kristle Romero Cortés found that financial institutions “were able to make better quality loans when they had a branch in the area, which suggests that their local presence gave them invaluable information about borrowers and conditions in the local economy.”
Branches are all about personal relationships, community affinity and handling complex financial decisions. Digital offerings are absolutely essential and complement the branch network, but they can never replace it.
Key Takeaway: One of the best ways to connect your branches to your digital channels is by allowing your members to make appointments with your branch staff. Our Mobile Appointment Booking Tool is the right tool for the job because it boosts member service quality, while simultaneously positively impacting branch sales.