Listening To The Customer: Moving Away From an Interior Design Approach to a Functional Industrial Design That Addresses Complex Customer Needs
As banks seek to reduce the high costs involved with their branch network by cutting down footprint and re-strategizing their approach towards the rapidly digitizing market, a lot of effort is being made to improve the appeal and attractiveness of the layout and design in the hopes of driving customer attention and footfall.
But with these projects, utmost care must be taken for the branch design to not only be aesthetically pleasing but also listen to and serve customer needs. In this presentation from Future Branches 2017, Steven Odgers Head of Distribution Transformation at ANZ Bank addresses this
aspect and reflects upon:
- Moving away from an interior design approach to a functional industrial design
- How to involve customer needs and requirements into the service & product development process for branches
- Optimizing branch framework and operations to enable collection of high quality, actionable data
- Using insights to tailor a relevant mix of products, services & channels for customers
Human-Centred Design: Studying Customer Psychology and Behaviour to Tailor Branch Fit- Outs That Work
The need to become customer-obsessed and driving a business strategy that at the core seeks to address their needs and requirements has become an industry norm in the Banking sector.
As the branch network is in a bid to re-instate its value to consumers, not only do the offerings of branches need to evolve but also the design and fit-out structure. In this presentation from Future Branches 2017, Robert Lee, Human Centred Design Lead at National Australia Bank goes beyond the basic aesthetics and designs to provide insights into:
- Why many layout and design initiatives fail to materialize into customer appeal and satisfaction
- Tapping into human behaviour and psychology to develop an appropriate branch layout and design that takes him through a hassle-free experience with the bank
- Using human-centred design to develop opportunities to up-sell and cross sell relevant products and services
Branch network transformation is being looked at and undertaken by most retail facing organizations in Australia today with a varied perspective around the best practices and innovations.
In this presentation from Future Branches 2017 Paul Francis, General Manager – Retail Services at Heritage Bank explores Heritage Bank’s philosophy around its retail network transformation to answer some key questions around:
- Why undergo a branch network transformation, what does it mean, and what are we trying to achieve?
- What is important in design and technology?
- How do branches and branch transformation fit with the organizations digital journey?
- Is it all about design and technology, or is people and leadership really the key?