The banking experience, as Brightsign's Misty Chalk envisions it, sounds far more exciting than the usual trip to your local branch—if you’re lucky enough to have one. While they require big investment, digital experiences could help revitalize the sector.
Guest Post: Revitalizing the In-Person Banking Experience with Digital Signage
While the number of physical bank branches across the U.S. is decreasing, more than 65% of consumers prefer to see them in their neighborhoods. In fact, over 70% turn to a physical branch to solve specific and complicated problems. Yet, only 30% describe the customer service at these locations as excellent.
About the author
Misty Chalk is the Vice President, Sales, Americas at Brightsign. She brings two decades of technology experience, helping both small and large organizations define their unique digital signage journey to meet the changing needs of consumers.
As banks face staffing shortages, it becomes challenging to deliver the kind of service customers want. Digital signage plays an important role in that equation by helping banks enhance their visual storytelling and customer interactions in a way that’s personalized and interactive.
Strengthen loyalty and deepen brand engagement
Many branches are replacing outdated lobbies and meeting rooms with high-energy, modern banking environments equipped with cafes, workstations, and more. These setups help re-energize the banking experience and the bank’s brand, delivering added value for customers.
Cohesive digital signage for self-service, educational content, and directional wayfinding helps drive a seamless, connected experience in a way that stays true to the brand’s voice. Extending that same signage experience to drive-thru ATMs helps banks create inviting, engaging interactions even when customers aren’t interacting with an employee face-to-face. On-screen ads and personalized content help banks capitalize on these interactions outside the walls of the physical branch.
Personalize customer experiences with dynamic content
AI-powered digital signage technology allows banks to deliver more personalized content. When customers enter, they can use a touchscreen display to select what they plan to discuss with a banking expert. Simultaneously, the displays in the waiting area update to share more information about that topic.
AI-enabled gaze detection software determines how well content lands. Perhaps the customer is seeking an auto loan but feels overwhelmed by the process, so they look away from the screen offering background information. The displays update accordingly to share content that’s more lighthearted, like testimonials from clients who have successfully secured an auto loan, to help ease the individual’s worries.
Reduce perceived wait times and add value to appointments
Wait times at financial institutions can vary significantly depending on the type of assistance customers require. Regardless of the situation, long wait times leave customers feeling frustrated and neglected.
Interactive digital signage displays help keep customers engaged while they wait. For instance, a projector paired with a display can project topics on the floor, such as “applying for a loan,” “setting up an account,” or “seeking a home mortgage.” Customers can then stand on the topic they wish to learn more about while a sensor adjusts the content on the display accordingly. This way, customers can read up on important information and propose more informed questions when it’s their turn to meet with a professional advisor.
Establishing trust with visuals
Building an engaging in-person banking experience comes down to establishing trust with customers. Visuals play a key role in telling customer success stories and communicating the bank’s commitment to each customer’s needs, solidifying their trust.
A cohesive approach to visual storytelling helps financial institutions communicate a unified, trustworthy stance. While it may seem challenging to ensure a consistent experience across all physical bank branches, the latest media player technology helps streamline remote management. IT managers can seamlessly update all displays across multiple physical branches with the click of a button. This ensures consistency across all branches while still supporting the freedom to tailor content based on geographies.
From digital menu boards in banking cafes to motion-detected interactive displays, it will be exciting to continue watching how the financial services industry evolves the customer experience with digital signage.
