22 Hoosier Banker April 2015 OPERATIONS / TECHNOLOGY Today when customers walk into a bank branch, they usually are not there to deposit checks or make loan payments — those tasks can now be accomplished from anywhere using mobile technologies. Rather, a branch visit these days entails solving an issue that needs a human decision: opening a new account, or discussing such complex products as loans or financial planning. With that mindset, facilities must evolve from transaction-oriented locations into customer-centric service centers. Building service-oriented branches requires innovation to provide managers and frontline employees the tools they need to be most effective. The idea is that a bank’s technology should empower staff to see customers the way customers see themselves. A recent industry study conducted by CSI reveals that bank executives understand the importance of enhancing branch operations. In the Annual Banking Priorities Study, 44.6 percent of respondents identified branch optimization as a strategic focus for 2015. In fact this strategy is rated as the top focus area in the study, ranking ahead of other such important initiatives as EMV* preparedness, mobile banking adoption and social media participation. Bank executives clearly see branch transformation as key to success in 2015 and beyond, so the question becomes how to go about it. There are three primary areas through which banks can facilitate a more service-oriented branch: 1. Customer-centric views. First, institutions should implement tech systems that enable a customercentric view rather than an accountcentric view. Customers see a single bank; they do not recognize, or even care about, whether the core system, Internet banking, loan servicing systems and mobile banking platforms are separate. Customers simply want a seamless experience from one touch point to the next. Banks should use tools that can “journey map” customers to gain a complete picture of their experience across all interactions. Take Three Steps to Service-Focused Branches About the Author Tim Kopischke is director of software engineering for CSI, Paducah, Kentucky. He has been with the firm for 31 years and serves as chief architect of CSI’s cloud-based core system and leads research on emerging technologies and application development trends. Kopischke studied at Murray State University and is a graduate of the University of Kentucky. The author can be reached at 800-545-4274, email: tim.kopsichke@csiweb.com. CSI is an associate member of the Indiana Bankers Association and is an IBA Preferred Service Provider in three areas: CSI Secure Connect, CSI Managed Services & Locktite Vault, and CSI WatchDOG Social Compliance. Someone is profiting from your your TITLE INSURANCE INSURANCE INSURANCE referrals... referrals... Since 1992, bank-owned agencies in the Investors Title Insurance affiliated business program have sold over $550 million in title insurance. Title Center of Indiana, LLC is a full service title insurance and settlement services agency. The agency specializes in residential and commercial title insurance, real estate closings, and 1031 tax-free exchanges. Let us help your bank maximize its fee income through title insurance! Greg McComas, Vice President Marketing 248.835.3126 | gmccomas@invtitle.com Linda Givens, Marketing Officer 812.374.4906 | linda.givens@titlecenterofindiana.com
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