Optimize wait time by informing, educating and entertaining. This was probably the most glaring missed opportunity. I was a captive audience as I waited in the private office with no brochures to read, no tablet or touchscreen to explore and no bank personnel stopping by to tell me about the latest bank service. At one point, I thought, "Did they forget about me?"
Branches would benefit by looking at themselves through their customers' eyes: examining every touch point and asking "What will the customer be doing here?" and "Is this an opportunity to engage, inform or educate?"
Bank branches most likely will be surprised at the opportunities identified through such an exercise – one that would be smart to do sooner, rather than later. Otherwise that man who walked into the bank branch may never come back again.
Eduardo Alvarez is the managing director of Brand and Retail Strategy for NewGround, a design, brand, and implementation firm. He specializes in helping clients translate their financial brands in the retail marketplace.
