American consumers have come to expect that the level of convenience and efficiency they receive from online banking will also extend to their physical banking experiences. This puts the pressure on banks — both large and small — to rethink their legacy processes and pursue digital transformations to retain their customers’ loyalties.
Birmingham, Alabama-based Regions Bank is one such bank that is taking a digital-first approach as it seeks to remain competitive. The bank embarked four years ago on a top-to-bottom, digital-first revamp, changing its in-branch experiences to better meet its customers’ demands.
“What we’re really trying to do is shift the in-branch experience from what used to be very transaction-focused to much deeper and more meaningful advice and guidance in the brand,” said Shawn Bradley, Regions’ executive vice president of customer insights. “[We’ve] gone to entirely one job across [our] entire network: to be able to handle customer interactions [from] soup to nuts.”