Default was yesterday
Modern bank branches today are about much more than customer service
Default was yesterday
Modern bank branches today are about much more than customer service
banking planning
Autor(ren)
Heiner Kolde
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CEO & Founder
Heiner Kolde
|
CEO & Founder
Lesezeit
min.
The times of bank branches are changing. Services are increasingly being moved to online banking, and customers are increasingly completing their finances digitally instead of going to a bank branch in person. What does this mean for the customer hall and the future of banking planning? “Rethink! “, is the answer from bkp's interior designers and architects. Today, the bank branch must meet other requirements. But it remains important for customer loyalty.
Precisely because financial institutions are deciding to maintain fewer and fewer physical bank branches, they must ask themselves the question: What should the branches that are left over be able to do? To answer this, banking concepts are thought of by the customer: Branches and customer halls must offer a tailor-made, optimized experience for the customer that strengthens customer loyalty.
At the forefront of finding a modern branch concept is therefore the question of which target group the bank wants to reach locally. A sine wave environment and a SWOT analysis help to clearly set the goals. What other requirements do customer halls meet? Which services and benefits are more prominent? Where is the customer staying? And when is it best to reach him?
Only those who are aware of their strategy and pursue a defined goal can send a clear message and can skillfully exploit their respective strengths. For example, differentiated branch concepts take into account the heterogeneous composition of the customer base and make it possible to present the product portfolio to the respective target group in a tailor-made manner.
For example, a digitally savvy target group, which mostly carries out their financial transactions online, expects them to reach their destination quickly and efficiently through smart bundling of services. This is how digital applications in Omnichannel banking come together with personal consulting services and comfortably guide the customer to their destination. This creates positive experiences that convince customers of the bank's services. Other examples include campus branches or real estate banks. An additional advantage of the differentiated branch format: Employees can receive targeted training and sell products in a targeted manner.
At the same time, bank branches must establish as close as possible to customers in order to pick up and retain them as an individual. The focus here is on a brand experience tailored to the target group. This strengthens the positive perception of the visit to the bank and increases the chance of further transactions and recommendations.
This is achieved, among other things, through the following approaches: 1) By integrating and visualizing outstanding services — such as a real estate service, the integration of regional partners or the integration of cafés — target group-specific attractions are created. 2) By emphasizing regional characteristics, the customer is addressed as close to their home country; similarities between the bank and the customer are created. 3) By integrating visible jobs in the customer hall, employees are addressed with customers connected — the bank gets a face, becomes more tangible and familiar.
With the tailor-made branch concept, the financial institution signals to its customers that it has an eye on and serves their needs. This feeling is transferred to the services offered by the bank. Competence and reliability are taught. Customers are retained.
Customer hall rethought With an innovative point of sale, the City branch of Stadtsparkasse Wuppertal is breaking new ground
The customer journey and the services offered play a significant role in the design of customer halls. But the corporate identity can also be experienced in a modern branch concept: Both the bank's corporate design and the associated values are conveyed through the interior design. Customer halls are the ideal place to convey the brand message. Consistent implementation emotionalizes the customer visit and thus has a direct influence on the purchase decision. At the same time, concise branch design is remembered and supports differentiation from the competition.
For example, the VB Next The focus is on the seamless interplay of their services and makes financial solutions tangible on all channels. The asset center of Sparkasse Euskirchen Meanwhile, is making a statement in terms of global networking by designing large financial metropolises. And the Sparkasse Bensheim demonstrates proximity and accessibility by integrating everyday services such as e-charging stations, exhibition areas and a café.
Customer surveys also confirm that bank branches and customer halls will not be superfluous in the future either. Proximity to the bank and the opportunity for personal exchange continue to play a role in the choice of financial institution. In many services, customers still appreciate a personal conversation, in which they can contribute their individual questions and wishes. However, this must be viewed as a whole and in addition to digital offerings: a cog in the fabric of omnichannel banking.
The prerequisite for the overall concept to work is that employees also see themselves as part of the fabric. If they also include digital services, they accompany the customer journey across the board. They represent closeness and approachability and are available as experts.
In addition, modern branch concepts bring the bank's working environments closer to customers. Work and customer service are directly intertwined.
Wissen
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banking planning
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