Commonwealth Bank Australia - Striving for customer service excellence through open-plan banking
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Commonwealth Bank Australia
Striving for customer service excellence
through open-plan banking
“ A revolution in the way we conduct business; staff
find the Vertera teller cash recycler has enabled them to
get closer to and interact with our customers.
”
Brian Moseley General Manager for Distribution CBA
Determined to be differ
Background
Commonwealth Bank Australia (CBA) is the largest Retail Bank
in Australia with over 1000 branches and a household deposits
market share of 29%. The Bank started operating in 1912, and
has grown to a business with more than 700,000 shareholders
and over 38,000 employees.
Offering a full range of retail banking product offer and banking channels,
services to its customers, CBA is convenience and great customer
renowned in the market for its mantra service. Every branch visit provides
of ’Determined to be different’; a CBA with a unique opportunity to
declaration that summarises its drive enhance the Bank’s relationship with
to provide a unique offering in the customer. The stronger the
the market. relationship with their customers, the
easier it is to understand their needs
With the customer at the core of what
and therefore introduce them to the
ever the Bank does, CBA’s vision is to
right banking products.
be Australia’s finest financial services
organisation through excelling in In today’s competitive environment, it
customer service. is the more innovative financial
institutions, such as CBA, that
To achieve their vision, CBA have
continue to thrive. As new means of
redefined how they interact with their
carrying out business are found, the
customers and had identified the
successful bank gives customers what
branch as being pivotal in their
they want and when they want it and
success. CBA know that when one of
thereby builds a sustainable
their customers enters their branch,
competitive advantage.
they expect choice, both in terms of
Commonwealth Bank
Australia’s focus areas
• C
ustomer satisfaction; to be
number one
• W
orld-class customer
engagement
• T o have the highest number
of products per customer
• E fficiency; drive down the
cost to income ratio
• P rofitable market share
growth
• Risk management
erent
The branch experience
For CBA, the experience customers received when entering their branches was key. The Bank
needed to deal effectively with customers who were using the branch as a transaction channel
and those who came for advice about a financial service. In both instances, the aim was to provide
outstanding customer satisfaction and develop better relationships that could be developed into
potential sales leads. To achieve this, involved changes to branch design, staff training and
investment in transaction automation.
The third aspect to CBA’s new
“Branch Experience Program” was
through their open plan environment
to automate cash transactions at the
teller position, to free up staff to
concentrate on customers. With
experience of the Glory Global
Solutions TCR Twin Safe® via their
affiliate ASB in New Zealand, the Bank
was already convinced upon the
benefits of teller automation. Looking
to Glory’s new generation of cash
CBA began to embark on their service, which helps CBA ensure their handling technology, the Bank was
“Branch Experience Program” in 2007. tellers work in an optimal keen to implement the Vertera™ teller
CBA acknowledged that they needed environment. Tellers are now able to cash recycler. Through a series of site
to look at their branches in a different concentrate on engaging with visits to other Banks to see the
way, so staff could interact with customers rather than performing technology in use and a series of pilots
customers in a more relaxed and traditional teller functions. With the within their own branches, CBA have
welcoming environment. Not only Bank’s open teller positions, staff no begun to rollout many Vertera’s across
were CBA looking to redesign all their longer need to conduct transactions their branch network. In addition, to
high profile branches to a new open through a screen. By giving the further the customer experience,
plan format, but they also wanted to customer and staff direct face-to-face Glory have also helped CBA to
create a new branch experience for contact, more interaction can take manage their in-branch coin handling
their customers, in order to facilitate place providing more opportunities to processes by implementing a niche
better relationships. cross sell. The new branch design also solution to handling coin deposits
offers private offices, internet banking within the self-service area, allowing
CBA wanted to develop a modern and
terminals, phone banking access, CBA staff to concentrate on more
engaging retail environment for their
self-service change counting machines value-added activities.
branches and an open plan design
and at key locations 24-hour
was the key driver to achieving this. The Homebush branch in Sydney’s
automated coin dispensing and
Looking to a retail store as an western suburbs was the first branch
deposit facilities to support
example, the Bank wanted distinctive in the Commonwealth Bank’s Branch
commercial customers.
zones that would perform different Experience program to undergo the
functions but would also be easily However, a good functional and redesign and use the Glory Vertera;
identifiable to customers when they aesthetic environment is only there to 70 similar branches are now
came to the branch. help support interactions with open nationally.
customers. Staff need to be motivated
By providing a concierge style service, Brian Moseley, CBA’s General
and knowledgeable and feel
whereby branch staff greet customers Manager for Distribution describes the
empowered to build relationships with
at the door, CBA were also able to transformation as...
customers and make the most of these
“
separate fast, simple transactions from
cross-selling opportunities. As these a revolution in the
those requiring different or greater
two different sets of expectations are
attention and therefore increase the way we conduct business; staff
fundamental, CBA have designed a
efficiency of their staff.
training programme to equip staff with
find the Vertera teller cash
The new CBA branches provide the right skills and knowledge to carry recycler has enabled them to
get closer to and interact with
”
customers with convenience and a out their new roles.
choice of assisted or non-assisted our customers.
Vertera teller cash recycler • Reduced customer wait time • Increased customer engagement • Reduction of monotonous and repetitive tasks • Elimination of manual banknote authentication • Under-counter ergonomic design • Increased up-sell/cross-sell opportunities • Enhanced performance and availability • Full range of advanced detection and authentication sensors • Expert design for teller/customer environment
The outcome
The challenge to CBA was to optimise branch costs whilst still offering a service that allows
them to differentiate themselves in terms of convenience, speed, personal interaction and
ultimately customer satisfaction.
Staff and customers have had a very improvement in customer service, to the top position by 3.1%; the
positive reaction to the new branch which has been measured in terms statistics demonstrate that CBA are
environment and on average CBA of 6 month rolling average. In June well on their way to achieving their
have seen an increase in customer 2009, CBA achieved position four goal of being number one for
traffic of 5%. There has been a uplift in Roy Morgan Research’s Bank customer satisfaction.
in sales whilst at the same time an Satisfaction survey, closing the gap
“ CBA’s Branch Experience Program is an integral part of
our vision to be Australia’s finest financial services organisation
through excelling in customer service. We improve our customer
service by being able to freely interact and engage with our
customers; which is made possible by our open plan approach.
The Glory Vertera has allowed us to do this and therefore
supports our vision.
” Ross McEwan Group Executive Retail Banking
The Glory Global Solutions Commitment
Glory Global Solutions is a world expert in cash management delivering technology and service
solutions that provide security, productivity and innovation to our customers in more than 100 countries
worldwide. These solutions are supported by the technical expertise of Glory Group of Japan, a pioneer
in the development and manufacture of money handling machines across the financial, retail, vending,
amusement and gaming industries for nearly 100 years.
The company is committed to meeting society’s wide ranging needs for accurate, secure financial
transactions between individuals and businesses, and between businesses.
As a responsible organisation we maintain a disciplined approach to our corporate governance and
operate to the optimum professional and ethical standards in all aspects of our business. Glory Global
Solutions strives to be an exemplary employer, and will always seek to provide a fair, safe and productive
work environment where all employees can grow and be challenged. Wherever we operate, our objective
is to contribute actively to the community and the local environment including consistent environmental
responsibility.
Our philosophy, business priorities and everyday practice are summarised in a single commitment:
We Secure the Future.
Glory Global Solutions
Forest View, Crockford Lane, Chineham Business Park, Basingstoke, Hampshire RG24 8QZ, UK
T +44 (0)1256 368000, F +44 (0)1256 368001, info@uk.glory-global.com
www.gloryglobalsolutions.com
CS-COMWEALTH 0114
Glory Global Solutions is part of GLORY LTD.
This case study references a customer of Talaris, who now trade as Glory Global Solutions. This document is for general guidance only. As the Company’s products and services are
continually being developed it is important for customers to check that the information contained herein includes the latest particulars. Although every precaution has been taken in preparation of
this document, the Company and the publisher accept no responsibility for errors or omissions. The Company and the publisher accept no liability for loss or damages resulting from the use of the
information contained herein. This document is not part of a contract or licence save insofar as may be expressly agreed. All capabilities and capacity and throughput figures are subject to note/coin
size, note/coin quality and process used. GLORY is a registered trademark of GLORY LTD. in Japan, the United States of America, and EU. All trademarks are owned by the GLORY Limited Group of
companies. © Glory Global Solutions (International) Limited 2014.
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