In a recent study for a major North American bank, we interviewed both customers and branch staff to find out what, in their opinion, could be done to improve the bank.

Staff suggestions on how to improve sales effectiveness:

• “Digital screens with bank messages on them.”
• “Better product information — closer to customers.”
• “Reduce clutter — customers feel overwhelmed.”
• “Cater more to the local community/ Different languages.”
• “Brochures need to be updated more regularly.”

Customer suggestions on how to make the branch interior more comfortable:

• “Get rid of the queue corral.”
• “Make it more colorful.”
• “Soften it up.”
• “More seating and better/more comfortable chairs.”
• “Add some homier, warmer touches.”

Obviously we asked each audience a different question, which partly explains the disparity in answers,. Whereas the bankers were worried about how to get out more effective sales messages, the customers simply wanted a welcoming environment. But in the end, this is a fairly accurate representation of what each party wants. The bank wants to make a sale, while customers want to be comfortable first (which really means being relaxed, respected and in control). This situation is not unlike that of a dating couple in which (how shall we put this tastefully?), one partner is eager to jump in bed, while the other is thinking that perhaps it would be nice to be romanced first.

There is certainly nothing wrong with banks wanting to grow relationships. But the key is to create a setting that’s actually conducive to relationship building. Here are some prerequisites:

• A pleasant and relaxing environment – Not in comparison to what your bank looks like today, but in comparison to other customer-friendly retail environments, such as coffee shops, department stores, restaurants, etc.
• Space and time – in other words, an entry area that is not congested, a traffic flow that is not overly hectic, and a layout that helps customers understand what they can/should do next.
• Comfortable waiting areas - This doesn’t necessarily mean couches, but an area that either lets customers be productive (free wi-fi, outlets for plugging in mobile devices, etc.), or makes the passing of time more tolerable, thanks to compelling digital media, reading materials, etc.
  
• A thoughtful intake process – Nobody wants to feel like they are under appreciated or, worse yet, a nuisance. To that end, the process by which customers are asked to wait and then called for service, is quite important in conveying respect and helping the customer feel valued (something very different from simply being told they are valued).
• Staff with soft skills – People who have the skills, authority and tools to humanize the banking experience.
• Private meeting spaces that are private, but not claustrophobic.
  
• Small touches throughout the experience that emphasize the bank’s consideration for its customers. This can be anything from having hand sanitizer and tissues on-hand, to making fax, copy and internet facilities available for small business customers. As in dating, it’s the little things…

Photo by ibm4381