Sept. 2 - The American Bankers Association has announced the launch of its new ABA Universal Banker Certificate — the first and only credential of its kind — which is designed to prepare frontline branch staff to serve as the single point of contact for satisfying the diverse needs of walk-in customers.
Universal bankers have multifaceted job responsibilities that range from basic transaction processing to product and service sales and referrals. The certificate’s curriculum focuses on key product knowledge, relationship building, customer service, and expert referral skills.
“Banks are responding to changing consumer needs by transforming their branches to provide a seamless customer experience, and well-trained universal bankers are vital to their success,” said Jim Edrington, executive vice president of ABA’s Professional Development Group. “This new certificate helps banks cross-train their frontline staff in multiple disciplines so they can confidently assist customers with anything from depositing a check to applying for a mortgage.”
While online banking has become America’s most popular banking method in recent years, branch banking is still in demand. Visiting a branch remains the second most popular way to bank, according to a recent ABA survey in which 21 percent of Americans said visiting a branch is the method they use most often to manage their accounts.
“The universal banker is the newest and fastest-growing role in retail banking,” said Edrington. “Technology has helped banks empower customers with more options, but many consumers still want to talk to a real person—in person—when they are making decisions on their mortgages, auto loans or investments.”
For more information about this certificate and ABA’s other training offerings, visit aba.com/training.
The American Bankers Association is the voice of the nation’s $14 trillion banking industry, which is composed of small, regional and large banks that together employ more than 2 million people, safeguard $11 trillion in deposits and extend nearly $8 trillion in loans.