Community Banks:
 Maintaining Customer Trust & Loyalty in an Era of Physical Distance

Businesses used to nurturing growth and success through face-to-face, trust-based customer relationships are navigating the challenge of a lifetime in the era of COVID-19 and social distancing. Community banks in the U.S. are one such example. Community banks and credit unions have long offered customers an attractive alternative to large national chains. Local knowledge, a more personal relationship with customers, and provision of vital financial resources in remote or rural communities are just a few of their competitive advantages.

With many valued community bank clients in our portfolio, CVG Architects is taking a closer look at the unique design opportunities facing this sector in light of COVID-19. Customers’ needs have increased with economic uncertainty, and the personalized service community banks offer is indispensable. But how can branch banks maintain high standards for the customer experience in a time when social distance is a public health imperative? As banks execute and refine strategies for welcoming customers back into physical locations, we have identified the most strategic and crucial design considerations, from short- to long-term:

Short- to Medium-term Considerations

Peace of Mind in Addition to Physical Comfort: Community banks have an increased responsibility to consider both the physical and psychological wellbeing of customers and employees. And while there are no sure-fire solutions, by now we are well-aware of best practices in design – beyond reactive approaches of signage and plexi-glass shields – that can help to mitigate virus spread while reducing stress in an interior environment..

Pictured above: American Community Bank Lobby/Entrance, designed by CVG Architects pre-COVID 19 (social distancing signage added post-occupancy). 

Proactive design strategies – elements that highlight cleanliness, encourage safe distancing, and make transactions smooth and easy – must be prominent and visible the moment a customer walks in. Visual signals provide immediate peace of mind and extend the foundation of trust between bank and customer. Such features include:

• One-way, logical circulation patterns that allow for easy ingress and egress; travel between departments and commonly used equipment; and access to tellers
• Clear and prominent signage confirming adherence with social distancing and enhanced cleaning procedures
• Integrated technology for a more touchless environment through motion sensors, mobile app technology, or voice-activated devices
• Furniture or workstation configuration and geometry that works successfully within a less face-to-face orientation
• Air filtration and preventative strategies that incorporate anti-microbial measures, such as UV filtration

Blending Prevention with Aesthetics: Many COVID-mitigation design features have been adopted and installed rapidly – from Perspex shields to hand sanitizer stations at entrances. Some of these features may inadvertently bring a makeshift or even clinical feel to the space over time. We think banks will benefit by incorporating these features in ways that prioritize form, as well as function:

• Look for ways to incorporate a sense of permanence into features that will most likely become standard for years to come. For example, built-in hand sanitizers can be included at beverage or coffee stations. Millwork can be customized to allow for easy-install – or uninstall – of plexi shields at teller lines or other customer zones. And, furniture styles and placement can subtly reinforce physical distancing.
• Select finishes that are both health-focused and aesthetically pleasing. For example, copper fixtures and anti-microbial paint and counter coatings can be implemented in high-touch areas, such as check desks, beverage stations, and teller/transaction areas. The goal is to integrate preventative measures as practical design solutions that can also enliven an interior design scheme.

Long-Term Design Considerations

Adaptable, Flexible Space is No Longer Just an Option: In the future, we see flexibility as one of the sole organizing principles for design within branch banks:

• Less reliance on single-use spaces and preference for multi-purpose
• Big spaces must be designed to feel appropriate for larger groups or just individuals
• Flexible, modular plans that accommodate expansion and contraction 

Social Distancing with No Signage / No Ad-Hoc Floor Markers: With physical distancing sure to become a long-term accepted mandate, we are looking at how we can encourage this in the space more intuitively. Creative use of materials, colors, and space configurations will achieve this.

Pictured above: American Community Bank Teller Line, designed by CVG Architects pre-COVID 19 (floor markers and plexi-glass shields added post-occupancy). 

Seamless Experience with Mobile Banking: As customers rely more heavily on mobile banking, we see more need for integration of these services within the physical environment. The side benefit is reduction of touch of common surfaces through limiting functions to personal phone use.

Conclusion

Customers already associate their community banks with many positive feelings – friendliness, personal knowledge of their customers, and an enduring sense of trust versus larger competitors. Community banks are broadly adopting the necessary tools, variety of design strategies, and proactive communication within the branch bank environment to support continued positive customer relations.