Hoosier Banker 25 Unfortunately, at many banks staff members are stuck behind imposing “barrier” counters, minimizing their opportunity to connect and develop relationships with customers. Change this dynamic by placing team members in accessible, inviting spaces, such as open pods, conversation areas or huddle spaces. Your people are your No. 1 asset, so make sure your space encourages interaction. In this day of online and mobile banking, it remains more important than ever for community banks to showcase their value to the communities they serve. Even minor physical changes can make a big impact on reinforcing this presence. With thoughtful design, you can be sure to keep the “community” in banking. HB community? What differentiates you, or sets you apart from your competition? There are volumes of industry research that report customers are more likely to be loyal to local enterprises. Designing a branch’s interior is an opportunity to celebrate the bank’s position in the community, including the role it has played in a town’s history and growth. Creating displays with archival photos of community milestones can accomplish this. At its original charter branch location, Wayne Bank had served Cambridge City since the late 1800s. As part of the bank’s interior remodel, K4 worked with the bank to create a timeline of the town’s history. Notes Gaddis: “We couldn’t be happier with the way the community wall worked out. Everyone who comes into the branch comments on how interesting it is to see the timeline, and how the bank was an integral part of the community.” Make each branch a community destination, a place where people want to come and interact. State Bank of Lizton, based in Brownsburg, features iconic local landmarks in the space above each teller line. One side of the graphic features corporate images that are identical in each branch; the other half displays local landmarks, such as the county courthouse, an area school or water tower, or a nearby farm scene. In creating a community destination, provide for social engagement by offering coffee or bottled water, plus seating similar to the classic old soda fountains or lunch counters. Your physical space is where your customers experience their deepest interaction with your brand and develop relationships with your staff. Enhancements need to align with your community and your brand’s story. Encourage human connections. Customers walk into brick-and-mortar establishments with high expectations. They are accustomed to high-touch interactions with problem-solvers at the Apple store, for instance, and they have similar expectations for your bank. Your clients want the best financial advice that your team can offer to guide them through their personal needs and goals. * The referenced Mintel research originally appeared at: thefinancialbrand.com/72814/bank-marketing-appsbranches-customer-experience/?edigest The exterior of Wayne Bank and Trust Company is shown before and after transformation. Graphics over the teller line of State Bank of Lizton depict milestones and landmarks. The community wall of Wayne Bank and Trust Company conveys area history.
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