"As we upgraded our branches to the Personal Teller System over the past two years, we've extended weekday service and added some Saturday hours," explained Larry Wilson, Coastal's President and CEO. "Now that we've fully realized the capabilities and efficiencies offered by the system, we're able to further expand our Saturday hours and add Sundays, without making a significant impact on resources or staffing needs."
The credit union has planned a staggered rollout of the new hours starting this weekend, March 19 and 20, with the first three locations:
202 West NC Highway 54 (Southpoint Crossing Shopping Center), Durham
7451 Creedmoor Road, Raleigh
5000 Falls of Neuse Road, Raleigh
Coastal aims to have 13 of its 15 branches offering the seven-day-a-week schedule by early June. The credit union is also developing solutions to configure two other locations to provide 7 a.m. to 7 p.m. teller service.
"This is a significant leap forward in member service and another solid reason for someone to choose to do business with us," said Willard Ross, Coastal's SVP/Chief Retail Officer. "We know that people run errands during the evenings and weekends. If we can make it convenient for them to stop in on a Sunday to quickly cash a check while on their way to the supermarket, instead of having to cut their lunch short or sneak away from the office early during the week, then we've given them one more reason to have their checking account here."
The credit union hopes to create a buzz, somewhat literally, about the new service by running an aggressive marketing campaign within its branches, in all member communications, including its website and through broadcast media advertising. The campaign will feature an animated bee and will tout the new hours as a way that Coastal offers its members, "more time to smell the flowers."
"We want members to know we're available at the times that are most convenient to them;" added Ross, "and we also want someone who is in the process of choosing a new financial institution to feel like Coastal members get something special that isn't available somewhere else."