After peaking at 99,550 branches in 2009, the banking industry has pulled back on bricks-and-mortar offices, with a 3.2 percent decline over the last 5 years. While the data establishes a quantifiable decline in bank branches, it does not indicate the beginning of the end of bank branches, a subject of speculation in banking circles since ATMs started showing up in large numbers in the 1970s.
I think that for almost all of my career, I’ve heard it’s the end of branches, and it hasn’t happened. Will the number will continue to shrink? Yes. Is it going to go down significantly? I don’t think so.
Jerry Siebenmark of the McClatchy Newspaper Group wrote an interesting article on this subject (with some nice quotes from us). For the full text, go to http://dld.bz/cSK5g
Two very different banks appearing at BAI Retail Delivery 2013 show how marketing success depends on utilizing each institution’s competitive advantages.
(This article was originally published in BAI Banking Strategies on October 25, 2013)
Big banks, small banks. Occasionally the differences are glossed over. Small bank leaders may overestimate their ability to replicate a large bank technology play. Large bank leaders may underestimate how impersonal the bank might look to someone accustomed to a true community bank.
But just as often, the differences are exaggerated, as in: It takes huge scale for a bank to afford sophisticated marketing. Or: Large banks’ customer-centricity programs are but a pale imitation of community banks’ natural customer intimacy.
The truth is more elusive, as will be demonstrated in a session at the upcoming BAI Retail Delivery 2013 entitled “Changing the Rules: Marketing Strategies that Grow Sales and Revenue.” In this presentation, moderated by me, two very different banks demonstrate that the ability of any institution to thrive depends entirely on what each does with its natural competitive advantages and how it shores up its disadvantages. Rockland Trust in Eastern Massachusetts has just under $6 billion in assets and 77 branches. At the far side of the size spectrum is Fifth Third Bank, the country’s 12th largest with $123 billion in assets and more than 1300 banking offices in 12 states.
Both institutions were bent on achieving significant improvements in sales and revenue, and among their first commitments was that of listening carefully to their customers before making product, service and price decisions. On paper, “listen to our customers” sounds the same at both institutions. But how this maxim played out had very little in common – except in stellar results for both.
Here’s what the world really needs: an ATM that dispenses cupcakes. I was walking between meetings in Chicago, and there it was – Sprinkles Cupcakes, line out the door, but 24 hour convenience for the sugar addicted.
The shop was just like bank lobbies used to be — jammed with customers – and Sprinkles found a way to ease the lines and provide convenience after hours. It reminded me of the beginning of the ATM era. In 1978, New York was blanketed with 17 inches of snow. Within days, a commercial ran showing New Yorkers plodding through the mess to Citibank ATMs and an iconic marketing campaign was launched: “The Citi Never Sleeps.” (It’s still the official Citibank tagline, but with new meaning.) Within 3 years Citi’s market share of New York deposits had doubled.
But, as my friends in Canada constantly remind me, you don’t automate tellers, you automate banking (ABMs as they say, not ATMs). And we are fully moving into Automated Banking.
Wells Fargo just unveiled a new concept branch in Washington, DC that is fully automated – and open 24 hours a day. Bank of America is implementing “teller assist” ATMs with a video link to live tellers from Diebold and from NCR’s uGenius line. Customer using the machines in Boston are serviced by tellers in New Jersey, Delaware and Florida.
Banks have used technology to reduce teller staff, but now are bringing back a human touch to keep contact with customers who are increasingly using non-branch channels for their banking business. So far, customers have been embracing self-service, or assisted self-service, banking. And why not – they already do it at the grocery store and airport. Wal-Mart even has a smartphone app where you can scan your own purchases right in your cart as you go through the store, ring it up, and speed through the checkout line.
What’s next on the Automated Banking horizon? I’m rooting for Cupcakes!
The role of the bank teller is evolving, and in today’s environment they must do more than transact, the must also sell! But making the move from Tellers to Sellers takes a commitment to training – but it also requires banks to focus on four areas: Strategy, Organizational Structure, Branch Efficiency and Sales Process.
Ric Carey describes the strategic issues, challenges, and practical implementation tactics banks need to consider.
Workplace Banking (Bank at Work) is designed to expand the reach of a bank’s distribution network by creating a proactive sales strategy that efficiently acquires new customers, and cross sells to existing customers, through their workplace — and it is the right strategy to create efficient sales growth without added branch distribution cost.
Workplace Banking addresses a key strategic challenge banks face today: they need revenue growth, but customers shifting away from branches, which have been traditional source of acquisition and cross sell.
Paul Corrigan developed the Citibank at Work program as a new consumer acquisition channel. Today that program generates over 20% of the banks’ new checking customers on an annual basis. Most recently he served as a Senior Vice President for RBS-Citizens where he built and managed the YourPlace Banking program. In just over 2 years, the program has grown to serve over 1,500 companies and 44,000 employees.
In this brief webinar, Paul describes key strategic issues banks and credit unions should consider to implement, or improve, their Workplace Banking programs.
Banks have the opportunity to increase consumer and small business banking profitability by digging deeper into sub-segments to find unmet needs.
In this brief webinar, Ric Carey discusses:
- Determining your segmentation plan
- Consumer and small business segmentation options
- Developing an integrated strategy
- Designing marketing strategies and tactics for each segment
Please click on the screen below, or the following link: Innovative Consumer and Small Business Segmentation Strategies
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