New Credit Union Design Departs from Traditional Teller Lines


FARMINGTON HILLS — Community Choice Credit Union is doing away with its traditional teller lines and counters by transforming its branches into an open concept floor plan to promote a relationship-focused environment.

“Community Choice Credit Union is reinventing the way our members experience financial services by introducing an approach that compliments behavior we’ve observed by our members,” says Alan Bergstrom, chief marketing officer for the credit union. “People aren’t going to their credit union to deposit a check or make a transaction — that’s now frequently done online or on our mobile app. Instead, they’re coming to us for personal financial advice and meaningful conversations. Our member centers promote this type of relationship-focused environment.”

The credit union debuted its new approach this month with two renovated branches in Milford and Livonia, and is opening a new location on Wednesday in Northville, its ninth location in southeast Michigan.

Bergstrom says the open floor plan departs from traditional counters and windows separating the teller from the customer, making members less inclined to form relationships with staff. Instead, member centers are open and conducive to relationship building. Members can choose to complete tasks with side-by-side guidance from a personal adviser or at self-serve kiosks.

The Community Choice branch in Northville will have an open house from 10 a.m. to 3 p.m. April 25. The day will include family fun activities, food, prizes, giveaways, as well as several  promotions..

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