CASE STUDY: HSBC-Samsung partnership shows how enterprise technology can improve bank branch satisfaction

Although customer adoption of and engagement with online and mobile banking is on the rise in the US, traditional bank branches aren't going away. Wide shares of customers still prefer the branch for more complex services that benefit from face-to-face interactions, like applying for loans, opening new accounts, or meeting with financial advisors, according to PwC.

But while some consumers are reliant on branches, they're underwhelmed by them — only 51% of adults are satisfied with their experience at the branch, according to data from Capgemini and Efma. This could be due in part to branch visits where staff are communicating inefficiently, which can contribute to branch visits being time-consuming. And it means that banks will have to find ways to improve the in-branch experience in order to keep users satisfied, or risk losing them to competitors or shuttering branches that aren't getting enough traffic.

Business Insider Intelligence spoke to Jeremy Balkin, the head of innovation at HSBC, about how his bank is using employee wearables to improve the in-branch experience for users.

Challenge

Communication within the bank branch can be difficult, which could dissatisfy customers. When customers go to a bank branch, time is often of the essence — but moving users from check-in to the appropriate bank employee is often a drawn-out process.

And these challenges are exacerbated at HSBC's flagship branch in New York, which sits over three stories and is laid out in a way that isn't conducive to fast communication, according to Balkin. And so when customers enter and head to the reception desk, they often have to wait for the branch manager to track down the right employee, and spend substantial downtime while being shuffled between bankers. This slows down processes, which can limit how many customers can be served or contribute to an unsatisfactory experience.

Strategy

HSBC aimed to optimize in-branch communication using wearable technology. The bank teamed up with Samsung to fit employees with specialized Samsung Gear S3 smartwatches. The watches will enable employees to instantly message or call colleagues or the branch manager and receive notifications that requests have been fulfilled — all without having to leave their desks.

According to Balkin, the watches allow the bank to test if they can "optimize person-to-person communications." By attempting to "deliver a better employee experience," Balkin suspects the firm will be able to see gains in efficiency, improve employees' effectiveness, and boost productivity. This could speed up customer service by reducing wait times, in turn streamlining visitors' experiences at the branch and improving satisfaction.