In today’s digital and customer-centric environment, banks are seeking to redesign their branch experiences to be more relevant to the customer. With many different locations and rapidly changing needs, branch networks need multiple formats with varying objectives. However, creating and managing 3-5 branch formats and a host of capabilities throughout the network can be complicated and time consuming. Banks need the ability to quickly respond to a changing environment and rapidly develop internal capabilities.

To be more agile, banks should seek to break down their branch networks into components – creating standardized, LEGO®-like parts that can be replicated throughout the network. Even after a bank has determined which branch formats to pursue, management of the network can be difficult unless there is a consistent approach. A kit of parts empowers banks to make changes, prototype new formats, and quickly assemble and re-assemble branches that deploy standardized capabilities answering to the rapid pace of the market. The benefits are multiple:

  • Improved return on investment through lower cost
  • Fast delivery of individual modules, creating quick wins throughout the network (vs. a branch by branch approach)
  • Re-usability of design across formats and sizes
  • Consistent customer experience across all touchpoints

To build a LEGO®-like kit of parts for the branch network, banks should consider the following steps:

  • Define the Customer Interaction & Experience
    Banks need to understand the ways in which customers interact with staff and tools within the branch, and map out the ideal experience. Banks may want to pursue a relationship-based, advisory model or increase proactive customer interactions. The customer experience will also depend on the branch format – flagship, sales, service, etc.
  • Create Zones to Match the Customer Experience
    Based on the customer experience, banks should create zones that match the customer’s needs. Each of these zones will serve a specific purpose in the customer journey and can be deployed dynamically into the different formats within a bank’s branch network. For example, zones might include “Sales & Advisory”, “Exploration”, “Transaction”, and “Community”.
  • Design a LEGO®-like Kit of Parts and Match to Zones

Each zone should have a set of parts that can be selected based on the branch format. These parts bring to life the intent of each zone, and allow flexibility in building the branch.

  • Build Pre-determined Capabilities for Each Part
    Finally, each LEGO®-like part should include easy-to-use capabilities across branch staff, processes, and technology. These pre-designed capabilities allow the branch to rapidly respond to changing demands at the pace of the market

Breaking down the branch network into LEGO®-like parts ultimately simplifies bank investments in new capabilities. Banks looking to update their branch experiences and adapt to customers and the market will be able to develop one set of capabilities and technology to use across the entire network. A LEGO®-like approach also clarifies the customer and associate experiences and makes them consistent so that customers will recognize the various zones and parts across the entire branch network, while staff will understand more clearly their roles and responsibilities.

LEGO®is a trademark of the LEGO Group of companies which does not sponsor, authorize or endorse this site

Adrien Kirschfink

Managing Director, Accenture Financial Services, Customer Insight & Growth

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