Some key areas for improvement at the branch include having customer service representatives who are able to evaluate customer needs and recommend relevant products and improving tellers and customer service representatives' product knowledge.
The study found that providing additional tools via a teller, sales-and-service solution module, or customer relationship management solution that allows tellers to quickly access product information on their desktop may assist tellers.
Banks surveyed also perceived marketing as a challenge to meeting branch objectives. While respondents believed their institution properly segments customers and also has proper messaging, the perception was that information must not be making its way to branch staff, as both product recommendation and product knowledge should be clearer, with customers clearly defined and the proper product messaging in place.
Standing out as branch differentiators among bank participants were convenience and service.
Bankers also identified three customer segments as being "important" or "extremely important" at the branch level: emerging affluents, affluents and small businesses.
Of the survey respondents, 85% expect a rise in product purchases from Hispanic consumers at branch location in the next two years.
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