Dec. 24, 2008 at 1:59pm

A little ambiance

Posted by Guest Blogger in New Members, Strategic Communications, Talking to Members
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How do you get people to come into your branch when they can easily do their banking online?

With the digital age upon us, it has become much easier for people to do things online. Shopping, research, even creating relationships with people – the Internet is an endless source of information and possibilities.

To be honest, I am one of those online bankers. And one major thing that turned me off to visiting the branch is the somewhat sterile environment.

When I walk in, sometimes I feel a little on edge. It’s typically on the cold side, there are odd smells like glue wafting around and the employees aren’t always friendly. With such an environment, why wouldn’t I do my banking online?

My second job is working at Starbucks. Something I love about it is all of the smells. The perfume of brewing coffee, the rich, dark fragrance of espresso shots, the decadent chocolate aroma of fresh mocha sauce, and the sweet perfume of steaming milk. Together it creates an ambiance that envelopes you and invites you to relax.

Could a credit union create the same welcoming atmosphere?

Something many credit unions could learn from Starbucks is the power of ambiance. The friendly faces of employees, the delicious smells and warm lighting all lend to a welcoming atmosphere. And something I can share with you is that this atmosphere is carefully created. There are strict rules about brewing coffee every 30 minutes, the shops themselves are specially designed to create ambient lighting and employees are required to greet and make people feel welcomed. A credit union, like Starbucks, is in the customer service industry. Would this be hard to do?

Think about what it’s like for people to come into your branches. What would make you want to visit? If you have odd smells you could always plug in a few air fresheners. Maybe replace the florescent lighting with more inviting light fixtures. Perhaps have your employees open doors, smile and greet people. After all, a little ambience goes a long way.

Jesse Guite is a JayRay intern.

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