In banking, the term “branch transformation” can have at least two different, yet related meanings. First, branch transformation generally refers to the goal of maximizing branch efficiency to deliver optimal experiences for customers or members. Financial institutions have been focused on branch transformation for many years, with an additional focus after the COVID-19 pandemic thanks to self-service banking being propelled into the spotlight. Second, branch transformation can also be used to describe a financial institution’s specific decision that impacts branch openings, closings, staffing, technology, and other variables.
Working Toward the Branch of the Future
Remote banking capabilities and digital banking platforms have dramatically transformed how account holders deposit checks, make payments, initiate transfers, view and manage account information, apply for loans, request support, and perform other tasks. Much of what previously required a visit to a local branch can now be completed in minutes from a web-enabled laptop or smartphone. This rise of online and mobile banking led many financial institutions to reevaluate the ideal role for branches in an increasingly self-service world.
Although digital banking is still popular in a post-pandemic world, the branch has reemerged as an important component for most financial institutions, with many building new physical locations to cater to the varying needs of their account holders. Simply put, there are some financial matters and transactions that account holders prefer to complete in a face-to-face (in-branch) experience.
Factors Impacting Branch Transformation
Branch transformation is not a “one-size-fits-all” proposition, and includes both the physical flow of the branch, as well as the technology powering branch operations, such as at self-service kiosks, on tablets with roaming tellers, and at the teller counter. Branch transformation depends on a variety of factors that are unique to each financial institution:
Strategy: A financial institution’s mission and vision should serve as the foundation for branch transformation decision-making.
Ideal Account Holder Experience: Understanding why account holders visit the branch (and how they prefer to transact) is a key step for cultivating ideal in-branch experiences.
Staffing: Gaining a firm understanding of customers’ or members' needs makes it possible to develop the right mix of front-line team members who can enhance account holder experiences.
Physical Space: A branch that was remodeled two decades ago may no longer align with the financial institution’s branch transformation strategy. Renovations may be required to facilitate an inviting retail destination.
Technology: Empowering frontline staff with tablets, for example, might be a smart approach for the financial institution seeking to increase proactive account holder engagement.
Read our article about branch transformation and payments modernization to see how Unify, Alogent’s single API platform, can support the branch of the future through flexible deployment options.
