Improving In-branch Banking Experience
Defining and delivering an iconic in-branch banking experience for both new and existing customers.
Client
ABSA BARCLAYS
Industry
Banking
Services Offered
Introduction
Absa Bank Kenya PLC, formerly Barclays Bank Kenya Limited, is a commercial bank in Kenya and a subsidiary of South Africa-based Absa Group Limited. It is licensed by the Central Bank of Kenya, the central bank and national banking regulator.
The Challenge
Barclays Bank Kenya faced significant challenges, including long and inconsistent wait times, limited amenities, privacy concerns, ineffective queue management, lack of feedback mechanisms, and inconsistent brand perception. As part of its brand transformation, Barclays opened a flagship branch in one of Nairobi's largest malls. For the new Absa branch, Barclays aimed to define and deliver an iconic in-branch banking experience to both new and existing customers.
Our Approach
Barclays collaborated with Marathon to design the experience for the Absa flagship branch. To identify opportunities, we developed an end-to-end experiential branch cross-section to understand all users and activities at every internal touchpoint. Leveraging customer statistics from nearby branches, we simulated daily traffic from future customers across different segments to the new branch.
Qualitative Research
We conducted exploratory interviews with branch managers and staff across nine (9) branches and in-depth interviews with several Barclays customers and non-customers to reveal insights on their perception and experience with branch visits
Research Synthesis
Data analysis revealed key themes and insights to develop potential recommendations for the future iconic bank branch design and experience for customers.
Customer Journey Mapping
Research revealed the current customer journey phases, identifying barriers and levers at each stage. This informed the development of detailed future journey maps, outlining customer experiences within the branch to ensure a seamless and enjoyable visit.
Persona Development
Data analysis from the research yielded four personas that informed actionable branch design improvements for enhanced customer satisfaction. These personas guided decisions to meet the diverse needs and expectations of different customer segments.
The Outputs
1. Absa Flagship Branch Design
We provided key insights and recommendations which impacted layout, services offered, number of automated cash machines, and allocation of tellers and relationship managers. Using the daily traffic simulation, we also provided customer flow management and physical space recommendations.
2. CX Playbook
We delivered a playbook that articulates the CX activities of the branch, the strategy and tactics for the team to work by in order to have a meaningful employee and customer experience at the branch.e.
3. Research Report
We provided a 3-part report containing:
Research findings that highlighted significant wait time issues due to backend inefficiencies, customers' desire for more personal space, privacy for transaction confidentiality, improved amenities, and technological upgrades.
Six customer journey maps for each customer type that show in detail the barriers they face receiving services at bank branches and the different levers of change to alleviate those barriers.
Four personas that are representative of the larger customer base. Each persona covers what attracts customers to Barclays, what their engagement at the branch looks like, the types of transactions they make, and how they give feedback about their experience.
Key Outcomes
We worked with their architect and interior designer to incorporate key insights and recommendations, resulting in a design that captures the promise of the new brand and delivers an experience that keeps that promise.