Absa launched its new-look flagship branch, dubbed "the outlet of the future", at Sandton City last night.
The new banking outlet, which involved a complete redesign of the branch concept, is a multi-channel centre enabling Absa clients to choose to deal with tellers or conduct their banking through on-site Internet kiosks with touch-screen monitors, or even through telephone banking.
Dividing the branch into two areas has also allowed for sales and self-service to be available during extended banking hours.
"We don`t want to clutter branches with a lot of administration," says Absa CEO Nallie Bosman. "This is a service centre. Our aim is for it to be a one-stop shop for sales and services as well as channels."
Juliette du Preez, Absa managing executive: physical channel, says a new open shopfront means security is less obvious, providing a more inviting image to clients.
Reversing the traditional branch concept, the welcome desk is manned by the branch sales manager, which means the highest level of branch authority is the client`s first contact.
The glass barrier between tellers and clients has also been removed, since very little cash is kept at teller points. Money is now transferred to and from the treasury via chutes.
Electronic signage also allows flexibility to schedule available resources to accommodate changing needs of clients at various times of the day or week.
A redesigned banking hall creates more space in the branch with the intention of reducing anxiety and frustration in a crowded area. Du Preez says it also creates space for floor managers to assist clients do their business faster and with less hassle.
An alliance with Wiesenhof also allows clients to drink coffee while doing their banking.
"We wanted to create a retail experience where customers felt safe and happy and actually wanted to go to the bank instead of seeing it as a grudge purchase. But we didn`t want to create a frivolous environment," says Du Preez.
Staff have been retrained to deal with the concept, both in technology and in customer interaction.
Another four such outlets are being planned for Gauteng. If customer reaction is positive, more outlets will be rolled out elsewhere.
Bosman says that while many staff members believed the bank`s Internet offering would be the end of the branch, 80% of Absa`s clients say they still want a branch.
"We have always said the branch will remain," he says.
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