Branch Transformation

Keeping the human connection at the branch

It's not enough to have a nice branch if there's no human connection. Here's a few branches that stood out for me as a customer and thought leader in customer experience.

Photo: Adobe Stock

July 17, 2026 by Bradley Cooper — Editor, Connect Media

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One of the most recent times I stepped into a branch, the teller told me I would have to wait a moment as he was helping Santa Claus in the teller line. After some short banter, he turned back to me and apologized and explained that the man who came through the line was well known in my town for dressing up as Santa and attending events during the holidays.

This little interaction may have seemed silly, but it turned a routine visit (to get a replacement debit card) into a memorable moment that humanized the bank itself and created a better banking experience.

Humanizing branch experiences

These humanizing experiences don't have to involve St. Nick coming through the drive-thru lane. It can be simple moments of humor. For example, on another occasion, I was at the branch to deposit some rolls of coins. An elderly man was in line in front of me, and he was joking with the teller over the fact that they were both bald. When it was my turn in line, the teller, who was wearing a button-up shirt, complimented me on the band t-shirt I was wearing.

These little experiences help make the branch not just a place to do business but also a small centerpiece of the community, which is often lacking in the modern world.

Keep it to the business

Some would argue that branches should always maintain a purely professional environment and should not engage in this type of banter. There certainly is a case to be made for that, as finances are serious, but these experiences also don't do much for human connection.

In one recent trip to the branch, I was there to close an account. The experience was quick, thankfully, but it was fairly sterile. I gave some information, the teller did the task for me, and that was it.

Speed of service is important, especially as customers come to branches as a last resort to get financial advice or because they need to perform a task they can't do digitally, but in those interactions, banks have an opportunity to create a friendly, community-focused brand.

What is the measure of a bank's brand?

If you ask someone why they bank at a particular bank, they will give you many different answers. Some might say it was their parent's bank and they followed their lead. Others might point to special product offerings, proximity to ATMs or low/zero fees.

However, if you were to ask someone what about that bank's brand appealed to them, it might be difficult for that person to think of anything concrete. Banks struggle to maintain a compelling brand image. Part of this comes from the obtuse nature of banking to some. After all, how many customers know the difference between a credit union and a bank?

Creating human connections at the branch level can create an individual brand image for customers that will maintain loyalty. After all, a customer is more likely to stay with a bank if they know they will receive laid-back, friendly and non-intimidating customer service at a branch than one that is too formal and stiff.

It's not all about AI

Banking AIis obviously here to stay due to its many use cases. However, if anything, the rise of AI has made human connections even more important. Customers can quickly become frustrated if they need to speak to a human and they keep on receiving chatbots or ChatGPT-generated responses.

AI can seem inauthentic to customers, especially since they are so used to facing a barrage of AI-generated content every day. By maintaining a strong, friendly atmosphere at the branch, banks can cut through the noise and give memories and experiences to customers that they will remember and share with their friends, family and colleagues.

About Bradley Cooper

Bradley Cooper is an experienced editor for Connect Media. He has written across a wide range of beats, ranging from food to digital signage to banking, and is the current editor of ATM Marketplace and Food Truck Operator. His background is in information technology, advertising, and writing. When he’s not crafting a story, you can find him going for a run or spending time with his wife and three sons.

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