What it means: Building consumers’ confidence in the brand through accessible support, encouraging brand immersion, and creating a hub for learning about finances will help financial institutions keep up with consumers’ changing needs and ensure that the physical branch continues to offer a return on investment in banking.
A premature obituary for the branch: This isn’t the first time branches have been pronounced dead and defunct. When ATMs were introduced in the 1970s, people thought they’d end the branch. (Spoiler: They didn’t.)
- Though there’s been a migration from the branch to the ATM to online and then to mobile, these various ways of banking have continued to coexist.
And we expect that to continue. Asking about whether anyone will still go to the bank branch is a lot like asking whether people will continue to shop in brick-and-mortar stores, go to their doctor’s office for an appointment, or commute to their workplace.
Yes, they will. But those experiences and the environment in which they happen will be different from what they used to be. And consumers will have more choices when it comes to meeting their various needs.
- In a bifurcated banking environment, straightforward transactions will continue to happen on self-service apps, while branches redefine their role to complement, rather than replace or compete with, digital channels.
- Accenture’s study reveals an intriguing insight—despite the prevalence of digital interactions, nearly 63% of respondents admit that most of their mobile banking log-ins revolve around checking their account balances. The depth (or lack thereof) of digital relationships risks falling short of fostering true customer engagement.
Where does the branch fit into the digital world? Reviving the branch isn’t an exercise in nostalgia or a Luddite victory: Banks won’t pivot away from digitalization. Instead, what’s recommended is what Accenture calls a “horses-for-courses approach,” which plays to the strengths of each channel. Bank branches will be transformed into part of an integrated customer experience that spans multiple banking channels.
- With fewer customers coming into the branch for routine transactions, banks can shift their focus to providing a high-quality customer experience for those who do show up.
- Banks will encourage branch visits for lower frequency, higher-order tasks—such as getting financial or investment advice, taking a loan, and refinancing a home
Branches build relationships: Net deposit outflows for three quarters in a row have made retention critical. Building robust relationships, fostering loyalty, and cultivating trust are the remedy. Financial institutions need to rekindle personal conversations with their customers.
- Bank branches will be an integral part of a new social interchange, a place to build valuable customer relationships, focusing on sales and advice while encouraging customers to go online for routine transactions.
- Treating customers holistically, individually, and intimately can make a huge difference—the value, achieved through building up loyalty and easing the need to compete on price, is significantly greater than the cost.
Enter financial wellness: Banks also will be shifting their emphasis from meeting specific needs and selling individual products to talking about improving customers’ general financial well-being. Branches will help banks learn more about their customers, show interest and empathy, offer advice, and build loyalty. They’ll show customers how to manage their finances better.
- A focus on advice and education demonstrates to customers that their bank views them as partners in a mutually beneficial relationship.
- Dedicating physical spaces to advice and financial education will also help banks place themselves among industries that no longer view their customers solely as a way to make profits. This gives the bank a larger purpose in the greater community.
- This helps the bank move beyond a transactional marketplace where the value of a customer is equal to the sum of the products they use, to one where a more lucrative multiplier effect is at work.
Financial education has value: Even non-personalized advice or financial education material and staff educators can fill a needed gap for many.
- 77% of Americans admit to some level of financial anxiety, in-branch or digital banking assisted by a consultative expert can be the ideal remedy.
- 45% of consumers indicated their family or friends aren’t very confident with finances, including investments, budgeting, managing debt, planning for retirement, or deciding which financial products they need.
- 43% of Americans live paycheck to paycheck, financial literacy and advising is more important than ever.
Our take: Banks that provide a differentiated in-person experience for needs that require a human touch are likely to see more traffic and greater usage of their branches for high-value tasks.
- In many cases, this will include offering nonfinancial products that help customers deal with challenges in housing, mobility, ecommerce, and more (which surveyed consumers want).
Coming next in this series: A look at what customers think of branches.