As many FIs rush to digital in an effort to please consumers, many leave behind one of the most important elements that consumers want: the human touch.

“People and relationships still matter,” says Bob Meara, senior analyst at Celent’s banking group. “All things equal we do business with people we like and you have to have some person-to-person interaction—even in digital.”

Whether they are seeking financial advice or looking to solve an issue, many members still prefer in-person interactions in your branch.

Key Takeaway: Important conversations are best pre-arranged by appointments so that both the member and the CU employee are well prepared for the discussion.