CHICAGO — At Screen Expo, the Chicago-based Platt Retail Institute released its sixth-major working paper, “Test Results from a Bank Branch Digital Communications Network.”
“The importance of the customer experience at a bank has been established,” said Steven Platt, director of the Platt Institute. “This is leading many institutions to evaluate methods to enhance the bank-branch environment. Of significance are digital communication networks, yet such networks can be expensive to deploy and maintain.”
The institute says the new research is the most detailed ever conducted to measure consumer response to a digital-communication network in a financial setting. The test lasted 90 days and involved 10 bank branches. It also included two waves of exit interviews involving 750 individuals.
Thirty-eight digital cameras were installed in the branches, and recorded 17,000 hours of video, analyzing the behavior of 85,000 bank customers. Additionally, the test bank provided an extensive amount of primary data.
According to the research, digital signage was effective in stimulating consumer-message awareness; customer satisfaction increased as a result. Research also showed that bank productivity was positively impacted.
