Supporting Members Through a Branch Transition

Closing a branch can be a clean operational decision—but for your members, it rarely feels that simple. Treat it like just another date on a project plan, and you invite confusion and frustration. When you’re moving through a transition, it pays to plan ahead—so you protect your most valuable asset: member trust.

Start by mapping the transition from the member’s point of view. What will they do differently the week after the branch closes? Where will they go for cash? How will they deposit? Who will they call when something feels urgent? If you can’t answer those questions in plain language, your members won’t be able to either.

Build confidence in the alternatives early on—well before you “need” members to use them. Don’t just announce that digital, ATM/ITM, and the contact center are available. Prove that they work.

• Run short, practical demos in-branch: “Here’s how to deposit a check,” “Here’s how to replace a debit card,” “Here’s how to get a cashier’s check.”
• Create clear instructions: set up quick-start guides, in-app prompts, and a dedicated phone option for additional support.
• Verify readiness: test ATM/ITM uptime, cash availability, and contact center response times.

Expect a learning curve—especially at the beginning. Review transaction patterns to identify the members who truly depend on that branch—members who handle cash often, small businesses making regular deposits, older members, or anyone who consistently needs in-person help. Those are the relationships that deserve a more thoughtful, guided transition.

• Reach out early with a simple, step-by-step plan—and give members one specific person they can call if they have questions.
• Offer scheduled appointments at the receiving branch, or set aside a weekly “transition hour” where staff are ready to walk people through the change.
• If distance between locations is a challenge, offer extra support with alternative options—hands-on ITM help, one-on-one mobile banking coaching, or limited pop-up service during the transition period.

A branch closure can feel like abandonment—so lead with empathy, make the handoff personal, and reinforce human connection. Introduce members to their new banker and go-to team. A short welcome call, a personal email, or an in-person meet-and-greet event goes further than any generic notice.

Finally, make the communication clear and consistent. 

• Lead with what’s changing, when, and what members should do next.
• Repeat the same message across every channel: signage, email, app, website, statements, and staff scripts.
• Give members multiple reminders with increasing specificity as the date approaches.

The bottom line: As you redirect investment to the next chapter of growth you must protect member trust—or risk leaving valuable relationships behind.