bank-branches-银行网点.pdf

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Bank branches that meet
customer needs
Banks have spent huge sums refurbishing their branches, often without a clear
payback. They should devote more effort to managing customer visits.
Nick Bidmead, Georges Massoud, and Piotr Romanowski
Article Banks in Europe and elsewhere agree that branch networks will long remain the cornerstone
at a of their retail distribution strategy. Yet many seem disenchanted by the payback on their
glance efforts to breathe new life into brick-and-mortar outlets. Few can demonstrate that these
investments are yielding tangible economic benefits.
The problem arises when banks adopt an intuitive design approach that emphasizes
aesthetics and expensive format changes, overlooking the customer’s needs.
Instead, banks should put utility before appearances, favor lower-budget tactical adjustments,
and use branch formats to manage customer visits actively.
Banks around the world have been investing huge sums of money in efforts to renew
their branches. In Europe alone, more than 12,000 outlets—8 percent of the total
stock—underwent some form of improvement in 2005, and our calculations
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