CUA opens ‘branch of the future’

31/08/2012

CUA, Australia’s largest customer owned financial institution, has opened its concept ‘branch of the future’ in Carindale, Queensland. Based on leading customer-centred design principles, CUA has succeeded in developing a space unlike any of its competitors, where customers are encouraged to relax, learn, play, and explore all of their financial needs.

“CUA Carindale doesn’t look or feel like a bank, and this is what we set out to achieve,” stated Darrin Northey, CUA’s Group General Manager, Distribution.

“Our focus has been on the seamless integration of a relaxed, organic, warm and inviting environment, with the buzz and convenience of leading digital technology for our customers to explore opportunities and transact. The result is fresh, contemporary and interactive.”

According to Mr Northey, CUA has invested in the concept branch as part of its long term investment strategy to meet the changing preferences of its customers, and to reaffirm its ethos and beginnings within the community.

“We wanted to create an environment that doesn’t just reflect the community but becomes part of the community. We see our branch spaces as becoming far more than transaction and process based, or sci-fi service centres which have begun to alienate people. We want people to stop-in at our branch, to feel inspired and at home with us.”

Along with the new branch design, a new service model is being trialled in CUA Carindale, and its team has undergone an intensive, tailored, training programme.

“Our team of home and customer service specialists has had extensive training in our model box-branch, in a factory near Brisbane CBD. From the initial design phase, to useability testing and most recently our intensive customer service training, the model box-branch has been critical to the successful implementation and configuration of the concept branch – and I literally mean a factory of big boxes we’ve sat in and shuffled around to get the best result,” said Mr Northey.

“Through the next 12 months we will review CUA Carindale and how it engages the community, and we may look to establish the same principles and design elements across the broader branch network, but as appropriate in different locations.”

Mr Northey concluded, “CUA is in the early stages of innovatively transforming all of its distribution channels, including investment in our call centre, online and mobile platforms. CUA Carindale is the first tangible example of this evolution in relation to our branch network.”

CUA engaged designer ThomsonAdsett, an international architecture firm delivering architecture, urban design and interior architecture, to help see their vision through to reality. ThomsonAdsett is a world leader in customer-based design principles.

CUA Carindale key features:

• An overall organic, warm and inviting space for customers to relax, learn, play, and explore all of their financial needs
• The Billboard – a plasma wall (3 x 246” LCD screens) displaying local narrative, rotating news articles and product features
• YouChat app – an in-house designed and built Personal Needs Profile for use on Staff iPads, enabling deeper conversations and connections with customers
• Touch Board (46” Heumi table) – for customers to play, learn, explore and transact
• iPad Window Bar – for customers to play, learn, explore and transact 
• The Kids Zone – iPads with games to entertain and engage the kids 
• The Penguin coin machine – new to CUA, no charge for less than $100
• A vibrant service team of ‘roaming concierges’ ready to personally help or point you towards a self service zone
• ‘The Bench’ casual interaction space, ‘The Booth’ self service zones, and ‘The Cove’, ‘The Curve’ and ‘The Corner’, three private meeting spaces. We’re catering to everyone’s needs, from basic services requiring staff assistance, to a café style lounge for customers who prefer to help themselves, as well as private spaces or suites for customers to talk freely about their personal details. All areas are fully network connected with phones, printers, and a relaxed, modern setting
• The Photo Wall (holds 1,200 photos) – customers can post snaps of themselves, what’s important to them, their local community and events. Photos can be taken and printed on-the-spot in the branch or sent in to Carindale@cua.com.au.  
• The Chalk Board – a space for local messages, including a digital display
• The Cafe – lounge area with self-service, automatic espresso machine
• The Herb Wall – for customers to enjoy a fresh and fragrant vibe from real herbs you can take home

View the CUA Carindale fact sheet.

View the CUA Carindale photo gallery on Facebook.