How can you create a bank space that promotes customer loyalty?

How can you create a bank space that promotes customer loyalty? This is a question that many commercial designers face when working on bank projects. Customer loyalty is crucial for banks, as it can increase retention, referrals, and revenue. In this article, you will learn some tips and principles on how to design a bank space that appeals to customers' emotions, needs, and preferences.

1 Understand your customers

The first step to create a bank space that promotes customer loyalty is to understand your customers. Who are they? What are their goals, challenges, and expectations? How do they interact with your bank? You can use various methods to gather customer insights, such as surveys, interviews, focus groups, or observation. You can also create customer personas, which are fictional representations of your ideal customers, based on real data and research. Customer personas can help you empathize with your customers and design a bank space that meets their needs and wants.

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Adrien Kirschfink

Managing Director | Board Member | Digital | Financial Inclusion | Innovation | Entrepreneur
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In my experience - understanding customer segments and needs based not only on demographic or economic indicators but focused on behavioral indicators is key to make sure that the bank branch lives up to its promise. The location and community that branches are based in are key elements to be taken into account when designing a new branch

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2 Apply commercial design psychology

The second step to create a bank space that promotes customer loyalty is to apply commercial design psychology. This is the study of how the physical environment influences human behavior, emotions, and decision-making. Commercial design psychology can help you create a bank space that stimulates positive feelings, trust, and engagement among your customers. For example, you can use colors, lighting, shapes, textures, and sounds to create different moods and atmospheres. You can also use spatial layout, furniture, signage, and branding to create a sense of comfort, convenience, and identity.

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Adrien Kirschfink

Managing Director | Board Member | Digital | Financial Inclusion | Innovation | Entrepreneur
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For banks, it is important that the branch inspires trust and creates an environment that allows for enough privacy as the very nature of the banks products - anything around financials and the associated feelings - create a need for customers to feel secure in a space

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3 Balance technology and human touch

The third step to create a bank space that promotes customer loyalty is to balance technology and human touch. Technology can enhance the efficiency, convenience, and security of your bank services, but it can also create a sense of detachment and impersonality. Human touch can foster the relationship, communication, and personalization of your bank services, but it can also create a sense of delay and inconsistency. You need to find the right balance between technology and human touch, depending on your customers' preferences and expectations. For example, you can use self-service kiosks, mobile apps, or biometric systems to offer fast and easy transactions, but also provide friendly and helpful staff, interactive screens, or social spaces to offer support and guidance.

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Adrien Kirschfink

Managing Director | Board Member | Digital | Financial Inclusion | Innovation | Entrepreneur
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Banks need to evolve their branches from transaction hubs to empathetic experience centers. Banks are reinventing branches to accommodate a reality where branch contacts are fewer in volume yet more important to the customer experience.

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4 Incorporate storytelling and experiential elements

The fourth step to create a bank space that promotes customer loyalty is to incorporate storytelling and experiential elements. Storytelling is the art of using narratives, images, and symbols to convey your bank's vision, values, and culture. Experiential elements are the features that engage your customers' senses, emotions, and memories. Storytelling and experiential elements can help you create a bank space that differentiates your bank from competitors, connects with your customers' values and aspirations, and creates memorable and meaningful experiences. For example, you can use murals, sculptures, or videos to tell your bank's history, mission, or social impact. You can also use aromas, music, or games to create a unique and enjoyable ambiance.

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5 Solicit feedback and measure results

The fifth step to create a bank space that promotes customer loyalty is to solicit feedback and measure results. Feedback is the information that you receive from your customers, staff, or stakeholders about your bank space. Results are the outcomes that you achieve from your bank space, such as customer satisfaction, retention, referrals, or revenue. Feedback and results can help you evaluate the effectiveness of your bank space, identify the strengths and weaknesses, and make improvements and adjustments. For example, you can use surveys, reviews, or testimonials to collect feedback from your customers. You can also use analytics, metrics, or benchmarks to measure results from your bank space.

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6 Keep innovating and adapting

The sixth and final step to create a bank space that promotes customer loyalty is to keep innovating and adapting. Innovation is the process of creating new and better solutions for your bank space. Adaptation is the process of adjusting to the changing needs and expectations of your customers. Innovation and adaptation can help you create a bank space that stays relevant, competitive, and attractive. For example, you can use research, trends, or best practices to generate new ideas and concepts for your bank space. You can also use feedback, results, or customer data to update and optimize your bank space.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you create a bank space that promotes customer loyalty?

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1 Understand your customers

2 Apply commercial design psychology

3 Balance technology and human touch

4 Incorporate storytelling and experiential elements

5 Solicit feedback and measure results

6 Keep innovating and adapting

7 Here’s what else to consider

Commercial Design

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How can you create a bank space that promotes customer loyalty?

1

2

3

4

5

6

7

1 Understand your customers

2 Apply commercial design psychology

3 Balance technology and human touch

4 Incorporate storytelling and experiential elements

5 Solicit feedback and measure results

6 Keep innovating and adapting

7 Here’s what else to consider

Commercial Design

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