Independent Banker - September 2017 - 39
ILL USTRATION: EVA TA T CHEV A
UNIVERSAL
BANKER,
UNIVERSAL
SUCCESS?
Changes in customer behavior are driving the
adoption of the universal banker model. But it's
crucial to evaluate whether it's the right choice
for your community bank.
By Beth Mattson-Teig
T
he universal banker has been touted as
the fastest-growing position in banking.
Yet the multitasking role is far
from new.
The universal banker model has
existed in some shape or form for more than two
decades. And while the name tag may say Universal
Banker, Personal Banker or Client Services Representative,
they all offer customers a personalized,
one-stop shopping experience. The model is
gaining momentum as everyday transactions shift
to digital channels, which is changing customers'
reasons for branch visits.
" A lot of things are done online. So, when you do
something in a physical location, your expectations
are that it will be more experiential, " says Sean
Keathley, president of Adrenaline, an experience
design agency. " If a location isn't experiential,
you're going to opt to do it somewhere else. "
Since 1992, the volume of branch transactions
has dropped by more than 45 percent, and that
activity continues to decline by a rate of 6 percent
to 7 percent each year, according to a 2016 white
paper published by Adrenaline.
The universal banker model comes with a
number of advantages, including enhanced efficiency
and profitability. But the primary reason
to implement the model is to set a bank apart
from its competitors, says Kevin Blair, president
and CEO of NewGround, a design-build firm that
specializes in creating experiential spaces for
financial institutions. " Consumers are demanding
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Independent Banker - September 2017
Table of Contents for the Digital Edition of Independent Banker - September 2017
Table of Contents
Independent Banker - September 2017 - Intro
Independent Banker - September 2017 - Cover1
Independent Banker - September 2017 - Cover2
Independent Banker - September 2017 - Table of Contents
Independent Banker - September 2017 - 2
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Independent Banker - September 2017 - Cover3
Independent Banker - September 2017 - Cover4
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