In Order To Increase Customer Loyalty, Bank Hybrids Are Increasingly A Branch Office Solution

Illustration. (Photo: Doc. Antara)

JAKARTA - The role of banks in providing financial solutions to customers continues to change along with the demands and changes of the times. Hybrid Banks are increasingly becoming an option because Banking serves cross-generational customers, both conventional customers and millennial customers and Gen Z who are more tech literate.

In addition to the demographic factors of customers, banks also consider the emotional entanglement factor and the complete package of banking solutions dealing with customers who want complex types of services, according to the various needs of each customer.

Senior Core Indonesia researcher and FEB Lecturer Univ Sebelas Market Surakarta Etikah Karyani Suwondo said millennials and Gen Z have grown up with digital technology and have different preferences in terms of banking interactions. For this reason, banks must continue to develop and improve banking services, among others with a hybrid branch approach.

This system allows easy and flexible access as well as adequate data security to meet millennial and Generation Z expectations and needs that tend to be more accustomed to new technology and innovation.

"Online services are a must, but also do not leave offline services because combining the benefits of both will be more profitable for banks. The hybrid branch approach can meet the growing needs of customers who want easy and fast access to banking services, while respecting the value of direct interactions with bank personnel in several situations," he said, Tuesday, October 17.

Etikah added that the trend of banking services continues to change along with the development of new technology and changes in consumer behavior. Adoption of new technological developments, such as increasing AI and security by utilizing blockchain technology to protect customer data from cybercrime. While the factors for changing consumer behavior include current and next generation needs, such as gene Z and millennials.

According to Deloitte Report, recently reported, physical branch offices are still very important for customers in conducting high value transactions, such as buying more complex financial products, and creating superior customer experiences.

The priority in question is that the customer experience at the bank branch office can affect customer satisfaction so that it can increase loyalty, advocacy, and the desire to have these Bank products.

Service Quality & Contact Center Head, PT Bank Danamon Indonesia Tbk Kristiani Siwi said, in line with the development of banking needs for the community, Danamon bridged two needs, namely channel of transactions and interactions as a choice for customers who want face-to-face interactions, as well as digital services. For customers who still want direct interaction because of the need for large transactions (high value transactions) or because of the element of convenience, they can meet directly at the branch office.

Danamon also develops various digital facilities with features that continue to be equipped in a sustainable manner to answer the needs of customers who want to transact quickly, practically, and safely to be an option for customers who like to transact regularly.

The development of facilities in all Danamon channels is part of Danamon's focus on providing human interaction and adaptation for customers who need financial solutions and products according to their needs and stages in life.

"As a customer-centric organization, Danamon continues to find out how to grow with customers by listening and following up on customers' votes. Danamon always strives to balance the aspect of technology with human interaction in order to become a preferred bank in responding to customer needs," he explained.