The Expert Anywhere Approach: A Model for Service Delivery

Customer expectations are changing fast. So should our approach to branches.

Retail Banking has been on something of a journey lately. Mobile apps and digital transactions are growing rapidly. Yet, banks and credit unions of all sizes are still investing in branches, remodels, and hybrid service delivery formats. What’s driving that? It’s not nostalgia. It’s evolving purpose.

In today’s landscape, technology and digital tools aren’t here to replace the front line. They are here to elevate the retail banking experience for customers and members. They strip away the least valuable bits of transactional work, so your employees can focus on the most valuable parts: guidance, relationship building, and financial outcomes that matter. That’s the essence of what we call the Expert Anywhere approach to Service Delivery.

Redefining Value in the Age of Digital and In-Person Interaction

Think about the modern branch the way you think about the evolution of tools in your own business. It’s like comparing yesterday’s automobile to today’s: new machine, same goal but far better results with far less pain points.

Similarly according to “The Future of Banking Key Technology Trends in 2025” by InsightsCRM.com:

• Basic banking transactions like deposits, balance inquiries, transfers, and bill payments are essential but not strategic.
• When customers/members handle these through mobile apps or touchless tools, they still get their needs met. However, they are now met faster, safer, and on their schedule.

That frees your teams to teach customers and members how to use the tools, turning routine encounters into moments of empowerment.

Every time someone learns how to use a mobile deposit or navigate your video conferencing service, they gain confidence. That confidence builds independence, reduces unnecessary branch traffic, and shifts future interactions toward planning, borrowing, and saving into strategic conversations that matter.

Branch Staff as Digital Educators and Value Catalysts

Here’s where Expert Anywhere begins to pay dividends:

• Employees who regularly guide digital tool usage become faster and more confident themselves.
• They’re no longer mere processors of transactions. They become educators and trusted advisors.
• Their conversations with customers and members shift from transactional to transformational.
• Customer/Member engagement and loyalty deepen.

That’s good for customers, it’s good for employee engagement, and it’s good for your institution’s competitive differentiation.

According to recent industry insight, digital channels are rapidly improving overall client experience, but success lies in *how well institutions activate their people to guide those journeys, not just install the tools.

Making Technology Work for You (Not the Other Way Around)

Banks and credit unions are adopting tools such as:

• Interactive Teller Machines (ITMs),
• Teller Cash Recyclers,
• Mobile apps with push notifications,
• Video queuing and video conferencing kiosks/rooms.

These technologies handle standardized tasks consistently and accurately. When your staff shifts time from processing to consulting, two things happen:

1. Customer/member conversations rise in value.
   You talk goals, life events, borrowing strategies not button presses.
2. Employees get more job satisfaction.
   Fewer repetitive tasks mean less fatigue and more professional fulfillment.

This isn’t a theoretical trend. Organizations that blend digital efficiency with in-person expertise are seeing stronger engagement on both sides of the counter according to Global Finance Magazine.

Why Branches Still Matter and Always Will

There’s a narrative out there that digital equals branchless. That’s too simplistic.
Yes, digital adoption is high, and many retail banking interactions are online. But research shows a significant portion of customers still see physical branches as an essential part of their financial experience.

And there’s growing evidence that hybrid models, branches redesigned for consultation and strategic planning, are where institutions differentiate themselves. This is where Supermarket Banking comes in as a supporting example. Supermarket Banking formats which include a smaller footprint, high-traffic locale with tech-enabled self-service, and access to expert staff. These branch formats demonstrate how service delivery can meet customers/members where they already frequent. They actually tend to elevate the purpose of the visit.

In the end, customers/members want convenience, but they also want confidence and clarity. Making access easy doesn’t mean relationships become optional; quite the opposite.

Expert Anywhere: What It Looks Like in Practice

Financial institutions that get this right blend:

• Digital self-service for routine transactions,
• Expert guidance when questions go beyond the basics,
• Hybrid touchpoints like video tellers and ITMs, and
• High-traffic placements that bring presence to everyday environments.

Also, their service delivery lands in a way that feels unified across channels (i.e., phone, app, kiosk, and branch). The approach turns every touchpoint into an opportunity for value creation rather than mere task completion. Rather than seeing technology as a thread running through every interaction, these financial institutions use it as a lever. They use it as a way to magnify the human element where it matters most.

Questions Banking Leaders Should Ask Today

To move from theory to action, consider:

• Are our frontline teams trained and empowered to teach digital tools and not just use them?
• Do our branch designs and staffing models support higher value conversations?
• Are we measuring success by value delivered or by tasks processed?
• How might a smaller, tech-enabled footprint enhance reach without sacrificing connection?

These aren’t just operational questions. They’re strategic moves tied directly to how your institution will win in the next decade.

Conclusion: Build Expertise in Every Channel

We often ask leaders what keeps them up at night. If the answer includes competing with digital-first players, meeting evolving customer/member expectations, or creating meaning in every interaction, then the Expert Anywhere model is your answer in practice. View our downloadable one-page guide.

Technology is a force multiplier. When employees help customers and members use technology successfully, everyone wins. customer/member confidence rises, experiences deepen, and brand loyalty grows.

If you’re thinking about your next branch expansion or remodel, your next service delivery refresh, or how to provide training that optimizes your current Retail Banking footprint for both digital and in-person engagement, let’s talk strategy.