Maria Cecilia A. Mulimbayan
Vice President - Branch and Wealth Center Head
Universal Bank to East West Bank
• Positioning the branch as a sales channel by placing front-line Personnel closer to customers for stronger engagement
• Utilizing process automation and digital orchestration to optimize turn around time (TAT) and service-level agreements (SLAs) to boost positive customer experience
• Using real-time information in branch operations/workflow to detect process bottlenecks and implement immediate corrective solutions/actions to increase sales activity via cross selling and improve overall branch profitability
• Using digital channels to personalise the sales and service offered to customers
The physical branch is no longer exclusively at the centre of banking interactions and transactions. A proliferation of digital channels has provided customers with the ability to find information and complete tasks whenever and wherever they want, contributing to a decline of 30% in branch visits over the last three years. There are customer segments who value the customer experience associated with familiar faces and working with people you know. While certain banking products lend themselves to automation, other products such as those pertaining to commercial banking and wealth management perform best with the deeper level of interaction found in branch banking relationships. However how will the new customer relationship management look like in the digital age? How would you grab the key to engage your customer to drive better customer experience and increase revenue for your branch?