Experience Innovation – Bank Branch Experience Transformation

O2O, seamless, digital-first are keywords of today customer experience that every customer-facing business is talking about. Banking experience, too, is not getting away. All digital banking trends, new technology like blockchain, e-commerce and ecosystem business model disrupt the banking industry. Traditional consumer banks need to rethink and transform the way they serve their customers.


For this project, the client is rebranding and want to transform their customer experience in the bank branch to become digitally-focused yet still deliver a personalised and humanised experience.

The project starts with an in-depth conversation with customers to gain insights. We analyse different types of customers' physiological needs, such as their life purpose and financial goal. We classify different customer typologies and create a customer value proposition for each segment. This process is fundamental because we believe in human-centred design. However, we also take the top-down vision and context research such as brand purpose, business goal and market trend into account to design the new O2O customer experience.


To bring the new digital immersive experience to life, redesign only five-sense of customer experience is not enough. We need to know how to create them. We suggest the underlying operation like technological infrastructure, data flow and communication in every interaction and touchpoint. For example, answer a question like what data need to be collected and how to analyse data to communicate with customers and create better customer engagement over time is a must.


As we know, one bank could have a hundred branches, delivering a personalised experience to a customer means through every online and offline touchpoint. We realise that strategic branch network management becomes an umbrella concept of business operations. For example, answer a question like where is the strategic location for a branch to exist and why? Which customer segment to serve? What kind of services and experiences should be in each branch? The most important question here, does each bank branch need to be the same?


Able to answer all these aspects means you can successfully connect high-level business strategy with customer experience. Thus, creating a sustainable impact on increasing customer lifetime value and improve ROI.

Thanks, Fire One One team, client and all participants!