Customer Experience Measurement Implications of Changing Branch Networks
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As the branch network evolves measurement of the customer experience within the branch channel will need to evolve as well to fit both the changing economic model and customer behaviors. This deck discusses the implications for customer experience measurement as branch networks evolve.
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Customer Experience Measurement Implications of Changing Branch Networks
- 1. 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 elarse@kinesis-cem.com. http://www.kinesis-cem.com http://www.kinesis-cem.com/bank_customer_experience.shtml kinesis-cem.com 206.285.2900 info@kinesis-cem.com Customer Experience Measurement Implications of Changing Branch Networks
- 2. Changing Economics Changing Technology Changing Customer Expectations Changing Customer Behaviors Branch Networks Are Evolving
- 3. Branches less monolithic Tailored to location and market “The Branch Shrinks” -ABA Bank Marketing - June 2014
- 4. Branches will be smaller, more flexible “The Branch Shrinks” -ABA Bank Marketing - June 2014
- 5. Customer facing technology more prevalent “The Branch Shrinks” -ABA Bank Marketing - June 2014
- 6. Staffing will both decline and change with increased use of “universal” tellers. “The Branch Shrinks” -ABA Bank Marketing - June 2014
- 7. Flagship Branches (HUB and Spoke Model) 3 Branch Types
- 10. Consistently delivering on the brand promises despite disparate branch types. Does the customer experience reinforce the overall brand promise? 3 Customer Experience Challenges
- 11. Fidelity to each branch’s unique role within network. Does the customer experience fit the specific role and objectives of the branch? 3 Customer Experience Challenges
- 12. 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 Customer Experience Challenges
- 13. Flagship Branches Mixture of customer satisfaction surveys and mystery shopping Customer Experience Measurement Implications
- 14. Customer Experience Measurement Implications 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
- 15. Customer Experience Measurement Implications Expanded ATMs Automated e-mail/ mobile surveys Mystery shopping video tellers
- 16. 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