Mellon takes multimedia tack in new branch.

Following the trend to restructure the traditional branch system, Mellon Bank Corp. has introduced its own version of a redesigned branch in Philadelphia.

The Mellon Personal Financial Center, located in the Home and Design Center at Franklin Mills, comprises several specialized customer service units, as well as multimedia presentations and automated teller services.

Range of Services

The center presents a more compartmentalized branch that focuses on the separate areas of customer service, including home and family financing, retirement saving, career planning, money management, and investment.

The Mellon Financial Theater, included in the branch, offers multimedia programming on subjects such as obtaining a timeshare, shopping for a car, and saving for a child's education.

"Mellon recognizes that our customers' needs have changed dramatically," said Thomas F. Donovan, the chairman of Mellon Bank.

"Planning for the future - whether it's a new career, a child's education, or accumulating the down payment for a new home - takes sound financial planning, information, and available resources," he said. "The Mellon Personal Financial Center brings our customers the resources and professional know-how they need to meet their financial and personal goals."

Currently, the multimedia area pipes in information on Wall Street issues, as well as more personal financial issues. Although it has the capability for interactive functions, the theater has not yet been fully equipped for this activity.

The self-service and customer service areas include two automated teller machines and a bank of telephones, which the branch personnel use to walk customers through these services to encourage nonbranch banking.

Customers are also able to handle noncash transactions, such as transferring funds, at these stations.

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