Robert Cashman

These days, we rely on our mobile devices for everything – communicating with loved ones, getting from point A to point B, ordering groceries, shopping, reading, watching our favorite TV shows, booking travel and yes – even banking. We really live in a “mobile-first” environment. In the time of COVID-19, where social distancing is imperative to stopping the spread of the pandemic, this is even more true than it was before. Those who were reluctant in the past to embrace mobile activity, such as online banking, are now being compelled to get on board in order to reduce face-to-face interaction.  

While our top priority remains the same – help guide our members toward better financial choices – how we serve and interact with them has been modified across the organization. Many of our departments continue to interact with members daily via phone and email as they’ve always done but now, they are in their own remote setting, and their efforts to assist remain at the same high level. It is the branches that have had to pivot somewhat in how they deliver that high standard of Metro service.   

According to J.D. Power’s 2019 Retail Banking Satisfaction Study, more than two-thirds of consumers still rely on the teller line at their local branch location for their banking needs, with 54 percent self-identifying as branch–dependent. At Metro, many of our members continue to rely on our branch locations even in the midst of COVID-19, with many folks “going mobile” the old–fashioned way (in their cars) by using our drive-up locations staffed by Metro’s branch staff.  

In addition to using our drive-up ATMs, members are able to make an appointment to visit any of our branches in-person in order to meet their banking needs. For some, we are the only consistent face-to-face interaction they experience these days, resulting in members re-discovering that value of seeing a familiar and trusting face.  

Our employees have always been willing to go the extra mile, but that is clearer now than it’s ever been. During these challenging times, they are the face of Metro Credit Union and represent our mission of guiding members toward better financial choices while showing compassion, demonstrating integrity and providing superior customer service.  

The member care inside our branches is one of many important impressions we leave with our members. Being able to build relationships, lend advice and help with financial needs will keep members coming back. It’s true that the current situation is changing people’s habits and many of our members are likely becoming more comfortable with self-service, but there will always be a need for human interaction.  

As other departments work with our members – through a loan application, transferring money and the many other questions they have via phone and email, our branches are maintaining that face-to-face touchstone right now. I know that when this is all behind us, we will pick up right where we left off, having lost none of the focus on what makes Metro: Part bank, part better.  

Robert Cashman is president and CEO of Metro Credit Union.