Last week I went on some undercover bank visits. The purpose was to examine the customer experience of each location. Here is what I discovered:
(Due to the fact that I am undercover, bank names will not be revealed.)
Big Banks (Over $50 Billion in assets):
The first bank I visited was in Memphis, and was located on the bottom floor of a high-rise. The environment was very sleek. I was not greeted, but the overall layout was very self-explanatory. Though I did not talk to anyone, I could tell that this specific location was made for people who work in or around the building. My feeling is that in situations like these, customer service is important, but the ease of use and convenience factor is what will determine the overall success.
My second visit was to your typical side of the road, mainstream, popular bank. No one greeted me, or even looked up from what they were doing to notice I had walked in. Needless to say I was disappointed. Unlike the previous visit, this branch does not attract the same type of clientele, which was easily revealed from the customers inside. There was what looked to be a soccer mom, a teenage boy, an elderly couple, a man who looked like he had been painting all day and a mom in her workout clothing. These customers definitely need more attention paid to them.
Finally, to round out the “big” bank visits, I visited a location in Downtown Nashville. Located on the bottom floor of a high-rise, it was obvious that it was not a bank people went out of their way to go to, and from the lack of customer service, I don’t think the employees were used to seeing new people either. Much like the “business professional” bank in Memphis, the customers didn’t get special attention, but also didn’t seem to mind. Again, the overall ease of use factor was what made this bank successful. People were getting in and out in no time.
When it comes to big banks, my overall feeling is that their customer turnover rate is much higher than those of smaller banks. These locations see a lot more customers day in and day out, so the personal connections do not need to be there. Although it is important that these customers are getting the attention they need, it is not critical the staff there sits down to share life stories and a good laugh with them. Big banks have a much different purpose than the smaller community banks do.
Even though a majority of us bank with these bigger institutions, I personally do not think the lack of personal interaction will urge me to switch banks. With the evolution of mobile and online banking, it seems like there is an even less need for customers to have these interactions at all.
In the past, has customer service from your bank affected your overall feelings towards banking there?
What is more important to you; Convenience or Customer Service?