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How innovative strategies are transforming physical bank branches into agile, customer-centric hubs
In the past decade, over 30% of bank branches worldwide have closed, driven by the rise of digital banking, evolving customer preferences, and cost-cutting measures. The UK alone has seen more than 10,000 branch closures since 2010, leaving fewer than 7,000 active locations. Globally, around 70% of clients now prefer handling financial matters online, with nearly 40% ready to abandon in-person banking entirely.
Faced with these shifting dynamics, traditional banks must strike a delicate balance between cost optimization and high-quality service. One leader tackling this challenge head-on is Tatiana Stetskaia, Senior Vice President at Raiffeisenbank, who has spearheaded transformative changes to redefine the future of branch banking.
A New Vision for Branch Banking
Recognizing the urgency for innovation, Raiffeisenbank launched an ambitious project in 2019 to rethink branch operations. The initiative began with a pioneering office in a CIS country, designed not merely as another branch but as a cost-efficient, high-service model that could be replicated across the banking network.
“We saw an opportunity to rethink the traditional branch structure, eliminating inefficiencies while enhancing customer experience,” explains Stetskaia, who led the project.
From Experiment to Industry Model
One of the earliest insights from client flow analysis was that a significant number of visitors engaged in non-cash transactions. This led to the launch of the Cashless Branch project—an entirely cash-free banking environment. By eliminating cash handling, collection, and insurance costs, the bank reduced operational expenses by approximately $216,000 per month without compromising service quality.
The next step was workforce optimization. Traditionally, branch coordinators greeted customers and handled basic tasks, while controllers managed internal processes like document audits and card reviews. To streamline operations, Raiffeisenbank merged these roles, training coordinators to handle internal tasks during quieter hours. This Coordinator Controller model not only enhanced efficiency but also made jobs more engaging and dynamic for employees.
Agile Banking: A New Approach to Management
With operational shifts underway, management structures also required a fundamental transformation. Inspired by Agile methodology, originally developed for software development, Stetskaia and her team adapted its principles to retail banking in 2023.
Key innovations included: ✔ Monthly retrospectives, where teams analyzed performance, identified bottlenecks, and proposed improvements. ✔ Decentralized decision-making, empowering employees to craft solutions tailored to their specific tasks. ✔ Enhanced team collaboration, resulting in a 10–15% annual increase in service sales.
“When employees actively participate in planning and problem-solving, motivation increases, and execution quality improves,” notes Stetskaia.
Scaling Success Across the Network
The success of these innovations prompted Raiffeisenbank’s leadership to scale them across the network. By 2023, over 40 branches had adopted the new model, and all new bank offices worldwide now operate as cashless branches with the Coordinator Controller system in place.
A crucial aspect of this transformation was employee career development. Team members were encouraged to acquire new competencies, resulting in multiple internal promotions. “From our initial pilot team, two employees advanced to Premium Managers, one became a Payroll Project Manager, and another was promoted to Senior Financial Expert,” Stetskaia proudly shares.
The Future of Bank Branches
As the financial industry embraces rapid digital transformation, the role of physical branches is shifting—from transactional centers to strategic touchpoints that enhance customer relationships and brand trust.
“Optimization isn’t just about cutting costs,” Stetskaia emphasizes. “It’s about creating a sustainable system where employees thrive, and customers receive seamless, future-forward service. Ambitious change is possible when approached with precision, clarity, and a vision for the future.”
With innovative strategies like cashless banking, Agile management, and operational streamlining, Raiffeisenbank is setting a new standard for the modern bank branch—one that blends efficiency, adaptability, and customer-centric excellence.
