You, who are also a civil engineer after working for several banks who have entrusted you with projects to expand their branches, do banks really need to build the latest fashion buildings to accommodate -attract customers?
The construction of modern buildings is not the only reason to attract customers for a bank. Although physical appearance plays a role in perceiving the modernity and sustainability of the institution, clients above all look for the security of their money, reliability of services, speed of transaction processing and efficiency of customer relations. A bank can attract customers well by investing in a complete digital transformation, by offering innovative and practical solutions through its digital platforms, by using effective marketing strategy and by focusing its efforts on the quality of customer service. A bank’s appeal lies in the combination of a strong brand image, an attractive service offering and an excellent customer experience.
In the hierarchy of marketing tricks, how high is the infrastructure of housing banking services?
The banking services housing infrastructures play an important role in a bank’s marketing strategy. They contribute to brand perception, the customer’s first impression of the bank and the customer experience. However, they are not the only determining factor. A combination of different factors, such as communication, advertising, offers and services, is necessary to build an effective marketing strategy. Infrastructure contributes to the attractiveness and position of the bank in the market, but it alone cannot guarantee success.
According to your expert opinion, what features should be there when building a bank building that wants to facilitate the journey of its customers?
A bank that wants to make a customer journey must favor building buildings that stand out through: Accessibility: A bank that is accessible to all, regardless of the mobility of the customer (people with less movement, older people), to be the main goal. This includes adequate access, access ramps, lifts, wide doorways and designed spaces. Ergonomics: Buildings must be designed to maximize movement and facilitate interaction between customers and employees. Queues must be modernized, counters or reception areas must be ergonomic and signs must be clear and intuitive.
Security: A secure environment is essential to reassure customers. This includes effective inspection systems, an effective risk management system, secure storage areas and a visible presence of security personnel. Friendliness: The general atmosphere must be welcoming and reassuring. Comfortable waiting areas, calm colors, appropriate lighting and careful decoration contribute to a positive experience. Digitization: The integration of digital solutions is essential for a smooth and efficient customer journey. Interactive kiosks, ATMs, digital workspaces and mobile applications facilitate operations and allow customers to manage their accounts and transactions remotely. Sustainability: A responsible bank integrates sustainable building concepts: energy saving, use of ecological materials, reduction of carbon footprint, recycling and waste management.
Can they help increase bank performance? If so, how?
Well-designed buildings can effectively help boost a bank’s performance by: Improving brand image: Modern and welcoming buildings contribute to the projection of a positive, strong and dynamic brand image. Optimize functionality: Ergonomic and functional buildings optimize workflow, facilitate the movement of customers and employees and improve process efficiency. Encouraging customer satisfaction: A pleasant and comfortable environment contributes to customer satisfaction, thus strengthening a good impression of the institution and customer loyalty. Increases security: Buildings with effective security systems ensure the safety of customers, employees and money. Encourage innovation: Buildings that integrate digital solutions and innovative technologies make it possible to offer more flexible, practical and attractive services to customers.
In your opinion, are Cameroonian banks concerned about building properties that could give them the benefits you mentioned?
The level of investment in banking infrastructure in Cameroon varies from one bank to another. It is difficult to generalize. Some banks have understood the importance of customer experience and are investing in modern, ergonomic and secure buildings. Others are putting more emphasis on digitization and expanding their organizations’ networks. It is important to encourage Cameroonian banks to invest in buildings that meet customer needs and ensure a positive experience, while adapting to market demands and technological trends. Often this type of project requires significant financial resources.
Perhaps this is what sometimes delays the construction of buildings to the standards you recommend?
The cost of bank building projects is indeed an important factor to consider. There is a significant cost involved in investing in properties that meet standards of quality and attractiveness. The problem is to find the right balance between the investment necessary to build modern and efficient buildings and the profitability of the investment. It is essential to carry out in-depth feasibility studies and ensure that investment in buildings does not affect the overall profitability of the institution and the competitiveness of the service it offers. Innovation and the search for economic options can be solutions to answer this equation: Recycling and redevelopment: It is possible to redevelop existing buildings by renovating and change according to the needs of users, which represents a lower cost as the construction of new buildings.
Funding and partnerships: Banks can also enter into partnerships with companies specializing in sustainable construction, seeking favorable financing from financial institutions and exploring crowdfunding opportunities. Investing in banking infrastructure is a strategic choice that needs to be carefully considered, planned and executed. An attractive, modern and secure banking environment is a key asset for a bank that wants to stand out, win over new customers and build customer loyalty. The important thing is to find the right balance between investment in physical infrastructure and investment in digitalisation, customer service quality and innovation.
