Citizens Bank is Fixing Branch Friction First
Citizens Bank says banks stand out by being simple to deal with and human when it matters.
Karen Swiatocha leads branch distribution transformation at Citizens Bank. In this Banking Transformed conversation with Jim Marous, she explains how a big bank can stand out when products, digital and even AI look the same: by being simple to do business with and by making the memorable moments human. She says 70 to 80% of what a customer needs to accomplish is common to the mobile app, the contact center and the branch, yet many institutions still design each channel as if it were the only one.
Digital works well for routine, predictable banking, Karen says, while customers still want a trusted human for complex and consequential decisions. That points to fewer branches in more convenient locations, spaces designed for private conversation, more specialists, and an operating model where bankers, contact center agents and digital teams act as one team. She also describes how Citizens routes new customers, whatever channel they joined through, to branch bankers and to a contact center team that focuses on the first 30, 60 and 90 days.
Karen also talks about the people side of the work: co-creating change with field leadership, rethinking the branch manager role she calls the mayor of the community, and making sure reward systems and policies match the relationship goal. Her advice for a community bank or credit union is to pick one customer journey, experience it yourself, give one person accountability for making it easier, and celebrate the progress loudly.
Hosted by Jim Marous. Subscribe to Banking Transformed for new episodes multiple times each week.
