As Branches Evolve, So Will the Workforce
Posted in Customer Engagement
Bank branches have gradually evolved over the last decade. In lieu of the traditional brick-and-mortar design with designated teller lines, sales and lobby areas, many banks are transitioning their branches into newer formats to modernize and meet market demand.
Today, there are six main categories of branch formats: flagship, advisory, digital self-service, pop-ups, lounges and traditional.
When introducing new branch formats, staffing considerations become increasingly important to help ensure the right talent and skills are in place to meet customer needs. Because each branch type requires a different mix of resources, banks need the right talent to fill evolving employee roles, along with the ability to effectively manage staff and act on customer feedback to deliver efficient, quality experiences.
Let’s explore three ways banks can better manage their changing branch workforces.
Most branches do not have the demand to warrant a full-time mortgage specialist or investment banker, but still need to offer these advisory services to their customers. As a result, banks often share specialists across a group of branches, or offer online appointment setting for branch visits or in-branch video-conferencing with specialists in other locations. This presents a planning and scheduling challenge. Banks will need to plan for additional roles in their branch employee profiles (beyond teller, universal staff or sales associates) and be able to identify the specific skill set of each specialist and the branches to which they are assigned, so they can effectively schedule these employees.
Traditional performance scorecards have captured role-specific KPIs for each employee. With newer branch formats, employees may be asked to switch roles (from teller, to universal staff and back again) or work in different branches to cover demand/absences. And banks will need to be able to analyze performance data not only by employee, but by role, branch, branch type and market.
Additionally, traditional branches have struggled with evaluating the effectiveness of more complex, face-to-face interactions. Advisory branches, in particular, will need new ways of automatically capturing face-to-face interactions to help ensure quality and regulatory compliance, while avoiding costly fines and protecting the bank’s reputation. Branch audio recording is a relatively new technology that enables banks to record, retrieve and analyze face-to-face interactions with customers in branch locations.
Monitoring customer feedback can help banks ensure they are applying the right mix of branch types for each market. Capturing customer feedback from post-branch visit surveys sent within 24 hours of the visit, for example, can help banks analyze and act on feedback related to the effectiveness of new and existing branch types, customer experiences, employee performance and proficiencies, and more.
Today’s technologies are driving changes in customer expectations from their branch experiences. And banks are responding by modernizing branch designs to meet specific market needs and to help ensure they have the right talent in place to optimize the performance of each branch. Using solutions to match skilled resources to branch formats, collect performance data and customer feedback, and analyze branch interactions for quality and compliance will be key to helping banks reach these goals.
This blog originally appeared in the Banking Exchange August/September 2017 publication, Branch Angst.
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