01. Research Objectives
Traditionally, bank branches have been the face of value propositions for customers. They allowed customers to easily transact, access their accounts and served as a symbol of trust.
The emergence of digital platforms allows customers to transact virtually without the need of branch (hence the region-wide decline in the number of physical branches), but many customers still regularly visit branches for tasks that could be handled digitally.
02. Our Hypothesis
The most pressing issue for banks is how to optimize the physical channel of experience in a meaningful way. To extract future economic value from branches, we explore this topic from 3 angles:
- Strategic value of branches from bankers – supply point of view
- Usage and attitudes of Malaysia consumers towards bank branches – Identifying service gap from demand point of view
- Exploration of what-could-be and how-to-be of future bank branches, driving profitability and delivering superb customer experience through Branch+