Improving Your Banking Guests’ Customer Experience Through Digital Signage Displays
Customer experience has always been a massive concern for brick-and-mortar banks, as well as a key contributor to their success.
But with the rise of online banking and non-traditional competitors, you could argue that it’s never been more important than it is today. In fact, McKinsey & Company writes, “Of the 50 largest global banks, three out of four now pledge themselves to some form of customer experience transformation.”
Customer experience transformation can take many shapes, and each bank is likely to pursue its own, differentiated strategy. But one particular path that’s ideal for appealing to modern customers is through the adoption and effective use of digital signage displays to create a more robust, personalised, and immersive banking experience.
Specialised Solutions for Bank Branches
Today’s banks benefit from a wide array of digital signage options that can help attract customers, welcome them, and then help them get their bearings as they navigate their way through a branch. Here are some specific solutions you can leverage:
High Brightness Window Displays
These outward facing commercial-grade screens placed within your store can be used to attract passersby in the area. You could, for example, feature a mix of information – such as current interest rates and upcoming events at a branch – along with promotional content that will grab the attention of both existing and would-be customers.
Window displays also allow you to utilise bank branding in a way that’s visually striking. Rather than using conventional static signage that’s often overlooked, digital displays feature dynamic content that can be continually changed and updated through a cloud-based CMS. And, because they’re visible in all lighting conditions, external displays can telegraph your brand and share informative content day or night on your behalf.
Indoor Displays
Modern indoor digital signage has a sleek design that can be placed throughout banks to welcome customers, profile staff, educate customers on different products and promote products. You can, for instance, have a welcome screen installed thanking customers for visiting a particular branch, as well as screens that provide localised content to point them to the correct department, based on their specific needs. Or, you can feature staff profiles to help familiarise them with your team and create a more personalised experience.
Choose from a variety of digital screens in a range of sizes. Place standalone screens throughout a branch, or place multiple screens together to create a matrix or video wall.
LED Screens
To really make a lasting impression, consider a customised LED display of any size. These energy-efficient screens can be placed indoors or outdoors and provide a bold image quality that’s sure to attract attention. Not only are they significantly brighter than LCD displays – offering a wider viewing angle – you can even opt for curved or transparent LEDs that will give your branches a more modern look and feel.
LED screens also boast an incredibly long lifespan – often lasting up to 11 years or 100,000 hours – offering a high long-term return on your digital screen investment.
Storya Content Automation Platform
Efficiently creating high-quality content for displays at scale across a large number of branches is a big concern for banks. Whenever you’re dealing with a high volume of locations, cost often becomes an issue, as does the risk of sending out content which isn’t on-brand or legally compliant.
Storya by Engagis is a content automation platform that enables marketing teams to quickly and cost-effectively create high-quality, digital content, based on pre-approved, brand compliant template designs. With integration to our Impress content management system, users can distribute the content across their store network immediately, saving time and money, and enabling the distribution of localised content.
In addition, the platform has an effective approval management workflow ensuring brand and governance compliance. Content automation through Storya involves a simple four-step process:
- Choose a template: Pick a template from an approved library that matches your brand identity. Engagis can also help build these templates up-front.
- Create the content: Edit the template with customised content.
- Approve the content: Review the content to ensure it’s correct and on-brand.
- Distribute the content: After a final quality check, the content can be approved and distributed across multiple digital signage displays. With integration to our Impress CMS, distribution is instant; however, customers can also distribute their content through their own CMS.
If, for example, you were looking to provide banking customers with up-to-date product information at individual branches, you could use Storya to efficiently do so without compromising on critical branding opportunities. Or, suppose you have a large number of Mandarin-speaking customers and you want to let them know who in the branch speaks their language. Storya makes it easy to add these details and get them in front of your guests.
Taking a systematised approach like this offers several benefits, including ensuring consistently high-quality content, accelerating the speed and the volume of the content, reducing costs, maintaining brand compliance, and enabling in-branch localisation. Beyond that, Storya allows teams to incorporate the input of multiple contributors, without compromising efficiency or organisation.
Impress Content Management System
A powerful, flexible and easy-to-use cloud-based CMS, the Impress content management system enables banks to upload, schedule and publish content across their large digital networks. Below are a few key features:
- Simple asset management: Use drag-and-drop editing tools to create fully customised Playlists and Campaigns using images, videos, sounds, and other media files.
- Schedules: Control where and when a playlist is played.
- Localised content: Display local attributes for individual bank branches, such as store hours, addresses, phone numbers, and staff members.
- Personalised content: Trigger specific content on a screen based on a particular person’s demographic characteristics (e.g. gender and age).
Streamlined Content Management
Having the right support for digital signage is also a must – especially when you’re dealing with a large scale network spanning potentially hundreds of branches. That’s why Engagis offers enterprise-grade support for full maintenance of digital signage to ensure maximum uptime.
In addition, Enterprise support customers also receive reports on the performance of their digital signage network, providing helpful insights that enable teams to continually refine their networks and content.
To better understand how these solutions can be used in a real-world context, let’s take a look at several Australian banks that have successfully improved their customer experience through the use of digital signage displays. Here are some of the specific solutions they’ve used, as well as how they’ve positively impacted their guests’ in-branch experience:
Suncorp
One of Australia’s leading banks, Suncorp currently has more than 13,000 staff and around $100 billion of assets. One of the main reasons for the bank’s success is the customer-centric culture it has created over the years. This culture can be seen in its Elevate the Customer program: “a Customer Immersion initiative to give all employees the opportunity to spend time with customers and customer-facing teams to provide insights on what we are doing well and what we can do better.”
This commitment has spilled over to Suncorp’s use of their digital signage network. When the bank partnered with Engagis, their primary goal was to create a highly personalised and immersive experience for their customers through digital signage and content.
Initially, Suncorp’s goal was to go beyond simply offering financial products, and instead create an environment where customers could engage with visual content that would educate and inspire them. To achieve this goal, Suncorp deployed a combination of indoor and outdoor displays – such as the external display pictured below that was placed outside a retail banking location to attract foot traffic and passersby:
Once inside, indoor screens display a mix of promotional content and information about interest rates, local area marketing, and upcoming events to guests. Suncorp also utilises welcome screens and staff profile content to quickly orient customers and point them in the right direction.
As for their flagship store – the Discovery Centre in Sydney – Suncorp has implemented the curved screen below, subconsciously instilling the brand’s commitment to its customers and technological innovation to guests.
Chris Fleming, Executive General Manager, Consumer Distribution at Suncorp says, “Customers are looking for more than just financial products. Our store allows us to touch over more than traditional banking products and facilitates a unique experience with a wider source of selection for customers.”
To date, Engagis has delivered digital signage solutions to 119 Suncorp stores, where its innovative use of digital signage has helped to provide a more personalised and immersive experience for their customers.
ANZ Bank
Headquartered in Melbourne, ANZ is a multinational banking and financial services company that offers a wide variety of banking services. As with Suncorp, ANZ places a huge emphasis on customer experience.
“Our No. 1 priority is our customer,” says Annete Sloan, ANZ’s Program Director of Simpler Banking. “Our mission is to create a customer experience with impact by being easy to do business with, providing insightful communication, and by being well-connected with our customers.”
One way ANZ has improved in this area is by partnering with Engagis to bring high-end digital signage to their retail storefronts. To attract customers passing by outside, ANZ installed external digital displays to capture attention and get visitors in the door. From there, they use indoor screens within the branches to welcome customers and help them navigate the locations.
To publish content, ANZ Bank uses the Engagis Impress for their CMS. They also use Storya to automate much of their content and to better connect with customers at each branch. For example, some of ANZ’s locations serve large Chinese populations with Mandarin-speaking staff. In these cases, Impress makes it easy to publish Mandarin text to the welcome screens of those branches.
Using digital signage has been critical for the bank in terms of attracting and welcoming customers. Not only do digital displays allow ANZ to support customers with helpful information and smoother navigation throughout branches, they also reinforce the bank’s brand elements in order to solidify its brand identity among new and returning visitors.
Ensuring High-Level Security
One final concern that banks have – understandably – is information security. Whenever they use digital signage displays, they must ensure that sensitive information is protected and compliance standards are met.
One of the advantages of partnering with Engagis is that we’re committed to providing a high level of security, as demonstrated through our International Organisation for Standardisation (ISO) qualifications. We’re ISO 27001 certified which is the international standard on the management of information security.
Not only do we hold new staff to these policies, we continually review our operational standards to ensure ongoing IT security compliance. Besides offering some of the highest quality digital signage displays available – in addition to installing and maintaining them to the standards banks require – you can also trust Engagis and its tools to support your information security and data protection requirements.
If you’re interested in using digital signage to improve your banking guests’ customer experience, Engagis can help. Reach out to us today to explore our full range of options and get advice from our experts.