Adrenaline's uses a Customer Journey framework to create experiences within environments, so we weave this methodology into every part of AMP.
We believe that all brand touchpoints, both physical and digital, must be experiences. Our Consumer Journey methodology provides an adaptable, strategic framework for mapping and creating this experience in a way that aligns Brand, Place and Culture. We most notably use the Journey to shape physical environments, ensuring that a Brand Experience remains present and consistent in all spaces, no matter what size, shape or format.
Because the Customer Journey framework is central to creating experiences within environments, we apply this methodology to every site that AMP touches. Once a site is surveyed and a floorplan is developed, we overlay the color-coded Customer Journey zones. This mapping process shapes the environment’s purpose, and helps designate communications within them.
The ATTRACT zone is the branch’s face forward to the external world. It is equivalent to “owned” media, and should be utilized as a brand beacon–perhaps even a billboard–to drive consideration and acquisition of the market at large. Elements include all exterior branding: signage, window messaging, nighttime visibility & lighting, brand texture patterns, drive-through, ATM surrounds, door graphics, etc. Changeout frequency on ATTRACT zone communications should occur at least 2-4x per year, and can be managed on AMP.
Small in scale but critical to initiating the right experience, the WELCOME zone occurs upon branch entry. Not only is this an area for staff, static or digital greetings to warmly welcome customers, but wayfinding signage and branch design should create an intuitive sense of where to go. Common features are welcome walls or graphics, often customized down to the local branch level, podiums, tablet or digital greeters, and more. Identification of this zone aids clients in determining what type of message should be placed there, inclusive of localized messaging.
The LEARN zone occurs thought the retail space, and designates any area or layer communications that facilitate education of products and services to customers. Learn tools can range from digital signage or static communications featuring promotions, rates, menus of services, or brand messages to hand-held tools like tablets (download our White Paper on Digital Tools to Enable the Universal Banker) or horizontal touch-screens. This area is often most populated with campaigns of changeout content; AMP contains a module just for this purpose.
SOCIAL represents any in-branch area or channel where customers connect with your company beyond the products and services you sell. Community events inside or outside the branch, sponsorships, local business features, financial education workshops, coffee bars, cafés, and everything social media. This zone is about engagement beyond sales–the new “coffeehouse” bank model is the most prominent example (check out two Adrenaline-created examples of this model: Capital One 360 Cafés in Boston and the First Citizens Café in Columbia, SC).
The landscape of TRANSACT is rapidly evolving. Formerly the branch’s primary purpose via traditional teller lines, today’s TRANSACT has a spectrum of self-service, staff-assisted service, and full staff-service technology options. Cash Recyclers deployed in cash bars or pods allow tellers to more efficiently and securely handle cash so they can focus on dialogue and cross-sell with customers. Smart ATM’s or ITM’s (Interactive Teller Machines) are enhancing user experience and functionality of regular ATM’s, and Video or Personal Teller Machines are enabling more complex transactions to take place in extended or 24-hour areas. Details of TRANSACT technology equipment data, serials, surrounds, maintenance and more is housed within AMP.
CONSULT has never been a more important part of the branch than it is today; in fact, it represents its greatest value. Creating areas for comfortable conversation enables financial advice, guidance and credible solution selling to take place. Since dwell time is longer in this zone, content in this zone can be more detailed in format. Once identified through the AMP Zoning, that content can be segmented and managed.
Last and often most neglected, the STAFF NEEDS zone should serve the comfort and education of employees. This zone should not just serve their basic needs, but make them aware of happenings in the bank and recognize their achievements. Message boards or magnetic posting panels, posters, and digital screens are all content options for this zone.