ORNL FCU 75 Years

MEETING THE CHALLENGES OF COVID-19

Along with much of the financial services industry, ORNL Federal Credit Union faced significant challenges during the COVID-19 pandemic. Overnight, traditional face-to-face transactions—that both financial institutions and its members had known and relied on for decades—shut down, with virtual interactions becoming the new normal. Prior to the pandemic, ORNL FCU had long committed to staying on the leading edge of new technologies. But when COVID-19 initially kept everyone home, online banking became critical to continue providing much-needed services to members. Interactive teller machines (ITMs) and automated teller machines (ATMs) were also heavily relied upon to accommodate cash-based needs. During this time, many businesses were at a standstill and members were facing a variety of issues, including lost jobs, extreme weather events, civil unrest, childcare struggles, mental health challenges, and a deadly illness. The credit union’s focus quickly pivoted to developing new products and services that would help them move through those frightening times. Later when branches re-opened and staff was limited for health reasons, foot traffic plummeted since appointments were necessary to conduct business. In an industry where member experiences traditionally play a critical role, everyday culture at the credit union shifted dramatically. Drive-up windows were backed up for blocks with members desperate for the assurance of face-to-face interactions. ORNL FCU staff offset this demand by running back and forth between members parked in their cars to conduct transactions. All employees stepped up, doing whatever was needed to ensure members were provided access to the credit union, personalizing these interactions in the limited time they had for each engagement. Over time, branches fully opened back up and ORNL FCU, along with the rest of the world, settled into a new normal. In retrospect, the lessons were clear: the credit union’s delivery of strong digital services to members played a key role in meeting members’ needs during this trying time.

2018-2022 SEVENTY to SEVENTY-FIVE YEARS | 83