Beyond Branch Design: The Essential Human Element

When it comes to branch transformation, we're obsessing over the wrong things. Yes, your pods are beautiful, and that digital wall you installed? That’s pretty impressive, too.

But as EJ Kritz, Executive Experience Officer at DBSI provocatively pointed out at BankSpaces, you are missing a fundamental truth: The best-designed branch in the world can be undermined by employees who aren't equipped to bring it to life.

"We take this banker out of a branch they've been in for 22 years, call them a universal banker, put some stripes on their sleeve, and expect magic to happen," Kritz explained. 

But transformation isn't just about new titles and fancy spaces – it's about understanding the essential human elements that make or break the branch experience.

The Gen Z Reality Check

Here's what should keep banking leaders up at night: Gen Z loves big banks. But why? 

It’s because they perceive banks as having their act together technologically. But here's the rub: when Gen Z does visit branches, they're seeking human connection, not tech demos. They want authentic interactions, knowledgeable staff, and meaningful advice. The challenge? Most banks aren't hiring or training for these qualities.

If you want to remain relevant and secure a devoted client base for decades to come amongst the younger generation, Kritz said you need to align your branch offerings with Gen Z’s needs and desires.

Here are some of his actionable insights for retail banking leaders: 

1. Revolutionize Your Hiring

• Break free from traditional banking recruitment patterns
• Look to brands like Lululemon and T-Mobile that excel at authentic customer engagement
• Stop automatically screening out non-banking experience – some of your best future employees might be working at Taco Bell right now
• Hire for behavioral traits: natural curiosity, comfort in open spaces, and authentic engagement

2. Rethink Employee Training

• Move beyond traditional scripts and transaction training
• Create "in-space" practice opportunities, like football teams practicing on full fields
• Develop prescriptive approaches for technology integration – show employees how to partner with, not fear, tools like ITMs

3. Focus on Authentic Experiences

• Gen Z can "sniff out BS from a mile away"
• Create customized experiences that feel genuine
• Enable employees to move freely and engage naturally
• Consider innovative approaches like daily pay access to attract and retain talent

The Trader Joe's Lesson

Want to see CX-focused branch transformation done right? Look at Trader Joe's. 

No fancy tech, no sleek self-checkout – just passionate employees who genuinely care about products and customers. Their success isn't built on technology but on hiring people who naturally want to engage with customers and creating a culture that encourages authentic interactions.

What does that lead to? Customer loyalty. 

Retail banking leaders take note: sometimes the most powerful transformations aren't about the sexiest new technology, but about perfecting human connection.

The Bottom Line

As Kritz emphasized, "We can't train curiosity. We can't train authenticity. We have to hire for it." The future of successful branch transformation isn't just about design and technology – it's about finding and enabling the right people to bring those spaces to life.

For retail banking leaders, this means looking hard at hiring practices, training approaches, and cultural expectations. The branch of the future needs employees who are passionate, curious, comfortable with flexibility, and genuinely collaborative. Without these human elements, even the most innovative branch design will fall flat.

Here is your key takeaway: Your customers may be digital-first, but when they choose to visit a branch, they're choosing human interaction. Make sure you're delivering on that promise.