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Kinesis CEM, LLC
Customer Experience Measurement Implications of Changing Branch Networks
https://blog.kinesis-cem.com/2014/07/30/customer-experience-measurement-implications-of-changing-branch-networks/
Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies. Mr. Larse can be reached at [email protected].
http://www.kinesis-cem.comhttp://www.kinesis-cem.com/bank_customer_experience.shtml
kinesis-cem.com 206.285.2900 [email protected]
Customer Experience Measurement Implications of
Changing Branch Networks
Changing Economics
Changing Technology
Changing Customer Expectations
Changing Customer BehaviorsBranch Networks
Are Evolving
Branches less monolithic
Tailored to location and market
“The Branch Shrinks”
-ABA Bank Marketing- June 2014
Branches will be smaller, more flexible
“The Branch Shrinks”
-ABA Bank Marketing- June 2014
Customer facing technology more
prevalent
“The Branch Shrinks”
-ABA Bank Marketing- June 2014
Staffing will both decline and change with increased use
of “universal” tellers.
“The Branch Shrinks”
-ABA Bank Marketing- June 2014
Flagship Branches
(HUB and Spoke Model)3 Branch
Types
Community Centers
3 BranchTypes
Expanded ATMs
3 BranchTypes
Consistently delivering on the brand promises despite
disparate branch types.
Does the customer experience reinforce the overall brand promise?
3 CustomerExperienceChallenges
Fidelity to each branch’s unique role within network.
Does the customer experience fit the specific role and objectives of the
branch?
3 CustomerExperienceChallenges
Huge challenges associated with a transformation of skills
to universal associates.
How to conduct a massive transition of skills of tellers into financial advisors and
manage these associates with fewer employees on site?
3 CustomerExperienceChallenges
Flagship BranchesMixture of customer satisfaction surveys and mystery shopping
CustomerExperience
MeasurementImplications
CustomerExperience
MeasurementImplications
Community Centers- Greatest need to refine customer experience measurement
- Broad skill requirements of universal associates
- Post-Transaction surveys evaluate skill level, inquiry resolution, consistency of service w/ brand promise
- Mystery shopping across broad range of scenarios to evaluate skill level and appropriate referral practices
CustomerExperience
MeasurementImplications
Expanded ATMsAutomated e-mail/ mobile surveys
Mystery shopping video tellers
Evolution of the branch network will require changes in how the
customer experience is monitored.
Survey technology is evolving as well, and will provide an
opportunity to gather customer experience intelligence in a
highly efficient and productive manner.
Conclusion
