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Branch Transformation and the Customer Experience

Consumer banking in the 21st-century certainly looks and feels different than it did in previous generations. A weekly or monthly trip to one’s local branch was once as routine as the subsequent trip to the grocery or department store. The dawn of an interconnected and technologically savvy society has ushered in a new approach to how consumers access financial services. This, in turn, has a lasting impact on the physical architecture of brick and mortar locations. The COVID-19 Global Pandemic has further accelerated the need for financial institutions to offer more diverse means for their customers to access these services as well. In this paper, PRA’s Ryan Schmitz explores these trends and their impact on the physical environment and attempt to extrapolate them into the foreseeable future.


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