Rethinking The Branch Manager's Role

The concept of Branch Bank Management is catching pace, particularly in Banking and other financial institutions. There were lots of false beliefs associatd with Branching sytem and earlier most of executives considered it as the wastage of resources and time. Their notion was that, Internet will provide the necessary required aids to limit their reliance on the branch and the branch manager for sales and servicing, without any personalization ....

But do you now feel that the trend and thinking is same? Obviously not.There is a potential  demand for the "personal touch" that  has become the  key to success for  banks of all sizes, and  other areas of the financial institutions depend on branches for profitability.

The need for personalization is not only on companies part but majority of the customers prefer a personal bank contact rather than  a computer interface. But I don't meant to say that, there is no need of internet services only, I suggest is the personalized approach, because there are lot of transactions going on in branchs .

The personalization will provide banks with the differentiation in terms of services provided and brand building.because of increasing commoditization and choice of financial services providers. The innovations in branches and customization of services will help the financial institutions to grab the potentail profits in distant geographical landscapes. They will benefit the branches in number of ways like:

• Multiple access points for customers
• Face to face contact
• Application of channels as competitive differentiator

The coming years will see the vast sum of branches being established in various parts of the country to grab the potentail  profits  and also in establishing themselves  as the differentiated brands through personalization and inproved CRM..................