Whether it’s an addiction to video screens, or merely convenience isn’t clear. Nevertheless, Rogue Credit Union customers have thronged to the financial institution’s 26 Express Teller Machines throughout Southern Oregon.
In a matter of two years, the number of transactions has grown from 44,000 to 166,000, and that number is sure to grow as more units are installed.
“More and more large institutions are seeking ways to push customers to digital banking, we’re finding our customers want to talk to a real person who lives and works in Southern Oregon,” Rogue Credit Union CEO and President Gene Pelham said. “We tested the waters and found our members liked the express teller machines.”
Rogue’s Express Teller Machine went live at on the Southern Oregon University campus in September 2015. East Medford and east Roseburg branches, featuring two video machines in the drive-ups, followed in November 2015.
Nine video tellers, ready to flip the video switch, 7 a.m. to 7 p.m., Monday through Friday and 8 a.m. to 5 p.m. Saturday, are housed in the former ComNet Marketing Group building. They share the site with the institution’s 37 call center staff on Stowe Avenue.
“When you are on video, you have to be a little more gregarious to connect with people,” Pelham said. “When I talk to customers, they don’t tell me about the machine, but they talk about the staff member they talked with.”
The organization opened a second office in Ashland in May and saw immediate response with 4,000 Express Teller Machine transactions compared to the typical 5,000 at existing offices.
“We’re up 30 percent in Ashland,” Pelham said. “That’s how much demand there is for physical delivery options.”
Rogue’s service area presently spans from Brookings to Klamath Falls and Bandon to Roseburg. Next year it plans to extend its service area to Coos Bay with a new office.
Rogue Credit Union’s financial status also continues its upward swing.
The credit union’s deposits grew 13.8 percent, year-over-year, to $1.3 billion during the second quarter, up from $1.22 billion a year ago. Loans grew 11.4 percent, year-over-year, to $1.15 billion, up from $1.01 billion.
The Medford-based financial institution reported total assets grew 13.6 percent to $1.52 billion from $1.37 billion.
Strong loan and deposit growth has been complemented by solid membership growth. Membership increased at an annual pace of 11.2 percent, to 128,702 during the quarter. The national average for credit union membership growth is 5 percent.
Reach reporter Greg Stiles at 541-776-4463 or firstname.lastname@example.org. Follow him on Twitter at www.twitter.com/GregMTBusiness or www.facebook.com/greg.stiles.31.