Role Summary

The Virtual Branch Counselor I (VBC I) is a digitally enabled sales and service professional responsible for delivering high-quality member interactions while supporting the growth objectives of the Credit Union. This role combines inbound service excellence with proactive outbound engagement to identify member needs, deepen relationships, and recommend appropriate financial solutions.

Success in this role requires a consultative sales approach, operational discipline, and consistent performance across both sales production and contact center metrics, while contributing to an exceptional and seamless member experience across all channels.

The Virtual Branch operates within the Member Services Center (MSC), and this role reports directly to the MSC Supervisor. As part of the MSC, the VBC is expected to embody the Credit Union’s key strategic pillar, 'Champion Every Member,' ensuring that each interaction delivers value, builds trust, and strengthens member relationships. In alignment with this expectation, the VBC may serve as an MSC overflow resource on an as-needed basis to support enterprise service levels.

Sales & Relationship Development

·         Proactively identify opportunities across inbound and outbound interactions to grow loans, deposits, and overall member relationships.

·         Promote products including real estate loans (first mortgage, fixed seconds), HELOCs, auto loans, and deposit products (certificates/CDs, checking, savings, and direct deposit).

·         Apply consultative sales techniques using active listening, deep product knowledge, and features-advantages-benefits positioning.

·         Identify cross-sell and upsell opportunities by analyzing full member financial profiles and Voice of the Customer insights.

·         Meet defined individual production targets while contributing to overall team goals and virtual branch performance.

Member Experience & Service Excellence

·         Deliver accurate, efficient, and empathetic service across all digital channels.

·         Resolve member inquiries with a focus on first contact resolution and long-term relationship building.

·         Maintain high standards in member satisfaction (CSAT/MSS) metrics.

·         Provide feedback to internal partners (Operations, Marketing, Digital) to improve onboarding, streamline processes, and enhance experience across all channels.

Contact Center Performance & Operational Discipline

·         Meet expectations for schedule adherence, availability, productivity, and quality assurance.

·         Effectively balance efficiency metrics with a high-quality member experience.

·         Maintain consistent attendance and accountability in a structured environment.

Operations & Compliance

·         Document all interactions accurately within the DNA core system.

·         Follow all compliance policies and regulatory requirements.

·         Adhere to legal guidelines related to outbound calling practices.

·         Maintain awareness of security and data protection protocols.

Ongoing Sales Development & Performance Improvement

·         Participate actively in coaching sessions, sales training, and roleplay exercises.

·         Continuously evolve sales approach, including script refinement and communication cadence.

·         Incorporate feedback and member insights to improve effectiveness and personalization.

·         Strengthen ability to position products based on member needs and lifecycle stage.

Qualifications

·         High school diploma required; some college preferred.

·         Minimum of two (2) years of experience in customer service, sales, or financial services.

·         Highly preferred: outbound sales or in-branch counseling experience.

·         Strong communication, relationship-building, and problem-solving skills.

·         Ability to thrive in a fast-paced, metrics-driven environment.

·         Proficiency with digital banking tools and core systems (DNA preferred).