In banking, service begins well before the customer walks through the front door. Both new and existing customers rarely visit a bank branch without a purpose. Whether opening an account, applying for a loan or meeting with a financial advisor, their journey typically begins online — through your website, mobile app or bank appointment scheduling platform.

Eliminate friction throughout the branch journey

Despite the growth of digital banking, branches remain an essential part of the customer experience. More than half of households visit their current primary bank or credit union branch, according to consulting firm RFI Global. And 37% report speaking with a teller in person at least one to four times a month.

Yet many branches still rely on disconnected systems that create unnecessary friction, including:

• Outdated appointment scheduling that treats every visit the same regardless of complexity
• Manual check-in processes that create another line before service even begins
• Long waits and unclear queue management
• Disconnected systems that force customers to repeat information
• Incorrect routing to advisors who aren’t equipped to help
• Lengthy identity verification processes
• Paper-heavy workflows that slow service and increase administrative work

Forward-thinking banks recognize that the branch experience starts long before arrival. By connecting customer intelligence with mobile devices and digital displays, they can reduce friction at every touchpoint, personalize every interaction and help advisors deliver better service from the very first conversation. Here is the approach winning financial institutions take to ensure the customer entering the lobby has the best possible experience before, during and after their branch visit.

Before the visit: Turn customer intelligence into personalized service

Creating a seamless branch experience begins with understanding who’s coming, why they’re visiting and how to prepare before they arrive. This is made possible by orchestration: the right hardware and software working together to capture customer intent, route it to the right advisor and put that context in the hands of staff anywhere in the branch.

Appointment scheduling, CRM data and digital interactions provide advisors with valuable context, including the purpose of the visit, previous interactions, relevant products and any documentation the customer has already submitted. Rather than starting each conversation from scratch, advisors can prepare in advance, making appointments more productive and personalized.

Mobile devices bring that intelligence directly into the hands of branch staff. Equipped with tablets, greeters and universal bankers can confirm appointments, verify customer information, update records and answer questions from anywhere in the branch. Advisors can access customer profiles, banking history and visit details without returning to a desk, creating a more natural, advisor-led experience.

Instead of asking customers to repeat information they’ve already provided, every interaction builds on what the bank already knows, reducing friction while strengthening trust. That preparation changes outcomes: pre-booked appointments close at roughly 3x the rate of walk-ins, based on Coconut Software platform data.

Upon arrival: Use digital displays to create a seamless first impression

Once customers enter the branch, digital displays help guide them confidently through the next stage of their visit.

Digital signage can welcome visitors, direct them to the appropriate service area, communicate estimated wait times and display “Now Serving” information, reducing uncertainty and perceived wait times. Displays can also reinforce financial education, promote relevant services and keep customers informed while they wait.

Behind the scenes, digital queue management gives employees real-time visibility into who has arrived, why they’re visiting, how long they’ve been waiting and which advisor is best equipped to help them. Rather than routing customers through a generic queue, banks can connect them with the right expert from the outset, improving both efficiency and the overall customer experience.

AI helps advisors deliver better service.

Artificial intelligence further enhances the connected branch by helping advisors work more efficiently before, during and after each customer interaction.

AI can simplify appointment scheduling, surface relevant customer information, recommend next-best actions and

analyze branch traffic patterns to optimize staffing and resource allocation. It can also personalize digital communications and educational content based on customer needs and financial goals.

That desire for personalization is widespread. The Harris Poll found that 74% of respondents across generations want more personalized banking services.

The most effective AI remains advisor-led. Rather than replacing employees, AI provides timely insights that help bankers deliver faster, more informed and more meaningful conversations while keeping people firmly in control of every decision.

Building the connected branch

Modern mobile devices, digital displays and integrated banking software eliminate the pain points above by connecting every touchpoint in the customer journey. Customers move through the branch more quickly, while employees spend less time on administrative tasks and more time building relationships.

Banks that connect digital engagement with the in-branch experience create benefits that extend well beyond customer satisfaction. Customer intelligence prepares advisors before appointments begin. Mobile devices enable personalized service from anywhere in the branch. Digital displays guide customers and streamline operations. AI helps employees make better decisions at every step.

Together, these technologies reduce wait times, improve productivity and create a more connected experience for both customers and employees.

Technology partners, such as Samsung and Coconut Software, are helping financial institutions build the secure, connected infrastructure that makes this possible — bringing customer intelligence, mobile workflows and digital displays together to create a branch experience that’s more efficient, more personalized and built for the future.

Looking to explore how on-device AI and digital displays can help your bank employees better serve clients? Contact one of our financial services solutions experts here.