Bancolombia is the largest bank in Colombia with a network of almost 900 branches. To maintain its position as the number one financial services provider, the bank appointed allen international to develop its branch environments to enhance the customer experience and reflect the Bank’s brand values.
Bancolombia provides a variety of financial products to a wide spectrum of customer profiles, however, during the process of growth and acquisitions the bank has lost the emotional connection with its customers. Bancolombia is truly Colombian in its roots with brand values that reflect the characteristics of Colombian consumers.
The strategy for the new branch environment is to bring the Bancolombia brand closer to its customers and to reinforce a stronger link of Bancolombia with the people and communities of Colombia. The link is achieved through the ‘Hub Colombia’, a unique design feature as the centrepiece of the branch. The intent is to connect the variety of regional consumers with their cities, towns and villages across the country through pictures, words, films and music. Customers are invited to contribute their thoughts, images and ideas to an ever-growing digital database that can be viewed in branch or via the Internet.
The ‘Hub Colombia’ creates a unique banking experience that builds a personal bond with customers as it integrates their personal contribution into the environment.
Welcome Desk
Part of the retail strategy is to be different from most banks in Latin America by eliminating the usual transaction dominated area of the bank and putting the tellers at the back of the branch.
As you come into the new branch you are welcomed by a meeter/greeter and then you choose to either go to the teller area or the sales and service advisors.
Teller Counter.
At the back of the branch is the teller counter where, before the new branch concept, 50% of the people queuing were non-customers. In the new ‘allen’ design a special teller queue has been introduced for customers, identified by a yellow privacy panel, providing Bancolombia customers with preferential service.
Hub Colombia
Again another first for Colombian retail banking, ‘Hub Colombia’ is similar to a Facebook wall providing a social map for the local community. Customers are encouraged to contribute to the ‘Hub’ with events, images and ideas from the local area.
