The New Normal in Banking is Omnichannel

[Updated May 2025]

The New Normal in Credit Union Service: Omnichannel Banking Done Right

As the world continues to adjust to life after the pandemic, one thing is clear: members want more ways to connect with their credit union—and they expect every option to work seamlessly. That’s what omnichannel banking is all about.

According to the latest BAI Banking Outlook report, improving the digital experience is still the top priority for credit unions and banks. But focusing on just mobile apps or websites isn’t enough anymore. In fact, the report warns that treating digital and branch service as separate experiences is a mistake.

Instead, the winning strategy for 2022 and beyond is clear: give your members a consistent, smooth experience across every channel—digital and in-person.

What Does Omnichannel Really Mean?

Omnichannel banking means meeting your members wherever they are—whether they’re:

  • Scheduling an appointment online

  • Walking into a branch

  • Joining a video call

  • Waiting in a queue

  • Using a kiosk

  • Or calling your member service team

And not only offering these options—but connecting them so members feel recognized and supported, no matter how they interact with you.

At Better Lobby, we call this “bridging the physical and digital.”

Why It Matters More Than Ever

The BAI report reveals some surprising insights:

🔹 Consumers expect 61% of their banking to be digital by 2024—but still want human assistance for 39% of their needs
🔹 Only 9% of bankers say they offer an “excellent” digital customer experience
🔹 Baby Boomers still rely on in-branch service, while Gen Z uses every channel—digital and physical
🔹 The biggest service gaps are in digital onboarding and cross-channel consistency

In other words, members are asking for both: high-quality digital tools and reliable human help—especially when dealing with complex financial matters like loans, fraud, or financial advice.

How Better Lobby Supports Omnichannel Banking

Better Lobby is built for the new normal. We’ve been helping credit unions of all sizes deliver consistent, connected service across all channels—both online and in-branch.

Here’s how:

✅ Online Appointments for All Channels

Members can book a visit online—whether it’s in-person, phone, or video—so they get the help they need in the format they prefer.

✅ Flexible Video Meeting Queue

Our Flexible Branch Video module expands your lobby to the virtual world. Members can check in for a video call the same way they would in-branch—either by appointment or as a walk-in.

✅ Member Check-In Kiosks

Better Lobby’s branded kiosks and QR-code check-ins make lobby visits efficient, safe, and streamlined.

✅ Real-Time Queue Management

Show members where they are in line (whether in-branch or online) and reduce frustration with transparent wait times and smart routing.

✅ Staff Scheduling & Visibility

Better Lobby integrates with Outlook calendars and tracks staff availability, helping team members deliver service faster and more personally.

Why Omnichannel Builds Loyalty

When members feel understood and supported—especially during big financial moments—they stay loyal.

Omnichannel tools like Better Lobby help credit unions:

🔹 Improve member satisfaction
🔹 Boost retention
🔹 Drive higher product engagement (loans, cards, etc.)
🔹 Reduce lobby congestion
🔹 Maximize staff productivity

Best of all, they help your credit union stay competitive against big banks and fintech apps by providing a human-centered digital experience.

Final Thoughts: Omnichannel Banking Done Right

As BAI’s Karl Dahlgren put it, “If there’s one task that should be atop financial services organizations’ 2022 to-do list, it is to continue improving the omnichannel customer experience.”

Better Lobby helps make that possible.

If your credit union is ready to connect digital and in-person service—and offer a truly modern member experience—let’s talk.

We’ll help you build the bridge between your members’ expectations and your branch capabilities.

 

 

The following section is the original post from February 2022. While some product names and screenshots may be outdated, we’ve kept it here for historical reference.

Karl Dahlgren, BAI’s managing director of research, recently published an article where he stated: “if there’s one task that should be atop financial services organizations’ 2022 to-do list, it is to continue improving the omnichannel customer experience…” While many CUs are solely focused on enhancing their digital channels, a true omnichannel experience covers all member touchpoints: online, mobile, branch, ATM, video and call center.

Many of our recent and ongoing development projects have focused on helping CUs bridge the physical and digital worlds. A prime example is our Flexible Branches Video Meetings solution that extends our conventional Better Lobby Branch Service Queue from a physical branch to a virtual video lobby. These video visitors are served either by appointment or as unscheduled “walk-ins.”

Key Takeaway: Better Lobby helps CUs attract, engage and retain members by proving a best-in-class omnichannel experience.