CIBC has opened the doors of a state of the art concept branch designed to optimise the customer experience. Located close to Toronto, the new branch was designed to serve customers better than quicker than before, while creating a template for future branches. Douglas Blakey reports
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The brief: to develop an innovative ‘branch of the future’; enhance service levels; promote digital banking channels and place the branch at the heart of the community.
Canadian Imperial Bank of Commerce (CIBC), commissioned UK-headquartered design consultancy Allen international to craft an innovative branch concept that has now opened to rave reviews.
Since the branch opened in the first quarter of 2013, the feedback from customers and staff alike has been such that the new concept branch interior and exterior design has been approved as the new branch standard for future CIBC outlets.
This means that the new design will be applied to all new branches and major renovation projects going forward.
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By GlobalData"We are always looking at ways to enhance the client experience," said Christina Kramer, executive vice-president, retail distribution & channel strategy, CIBC.
"The innovative design of the branch is an opportunity for us to explore new ways to engage our clients, as well as enhance the visibility of the CIBC brand."
At the heart of the project was the aim of enhancing the client experience and accelerating profitable revenue growth.
Allen international’s solution was to focus on a new and enhanced external brand impact with highly visible and mobile concierge/cross-sell staff.
The branch features integrated events space with segmented areas within the outlet for CIBC’s Imperial Service and Business customers.
Every detail of the 6,000 square foot branch was designed to create an engaging space for both clients and staff, complete with high-tech digital displays replacing all in-branch posters, as well as interactive iPads and laptops to encourage on-premises online banking registration and product research.
The branch also features very visible and open sales offices, warm, home-inspired lighting, as well as a multi-functional client lounge/seminar space.
The key objectives for the project were:
- To strengthen client engagement upon entering the branch to ensure an attentive and well supported in-branch experience while creating the opportunity for more sales conversations with clients about their financial needs;
- To improve client access and awareness to advice, information and delivery channels required for well informed and confident financial decisions;
- To increase the ease of client fulfillment for both daily banking transactions and the more complex advisory solutions;
- To enhance the profile and visibility of the CIBC brand.
"We wanted to provide a welcoming and open environment where clients are engaged from the moment they walk into the branch," adds Ms. Kramer.
To that end, the branch was designed around a Service Island which enables branch staff to welcome clients and serve their immediate needs.
The Service Island incorporates a sit down meeting space, providing an opportunity for the employee to assist clients with account inquiries and engage in simple sales discussions within a comfortable, relaxed environment.
The Service Island also provides an active waiting area with a large digital wall backdrop that allows the space to become a stage for demonstrations and events, serving existing clients and attracting new business.
A central demo counter titled ‘Let us show you,’ provides iPads for clients to browse and explore CIBC online advice and solutions. A custom application for use on the iPads was designed to present CIBC products, services and delivery channels to customers through an easy to use interface.
In particular, iPads are being used to promote and provide access to online and mobile banking applications that clients can explore. The counter also provides complimentary charging points and a hub for the branch’s free wifi.
Barriers between clients and employees have been removed, leading to a more personal client experience.
For example, the financial advisor offices open directly to the service island area ensuring staff are easily accessible to clients. The individual office spaces have been designed with maximum transparency and enhanced acoustic privacy so clients feel relaxed when meeting with an advisor.
Branch marketing materials were strategically re-designed with traditional paper based promotions replaced with digital screens.
Strategic content consisting of promotional campaigns, social and or corporate sponsorship messages and local branch information are featured on the digital screens. This ensures digital messages remain fresh and deliver real time messaging in a far more engaging manner.
