Cheque mate

SOME WOULD have us believe that it is the root of all evil. But there's no denying that money and more importantly the accumulation of it lies near and dear to the hearts of most of us. It is therefore no small irony that a trip to the bank doesn't fill us with the joy of being in close proximity to our money that it should.

However, in an attempt to buck the trend or should that be trend the buck one financial institution is striving to enrich your on-site experience by design.

Westpac's philosophy is to tailor banking services based on the demographic of each individual site, says Westpac brand manager Kate Tinkler.

"The focus for Westpac is to help people get the banking solutions they want, how they want. In short, recognising the needs of the local community and customers and formulating a plan to answer these."

Westpac's latest branch at Auckland's Viaduct Harbour exemplifies modern banking, and has also offered an opportunity for the company to really bring their brand and its associated values to life.

"Given the nature of the Viaduct, we knew our clients would likely be business customers, local city residents, and increasingly, tourists," says Westpac project manager Andrew Tasker.

So while offering a foreign exchange service for tourists is considered a given in modern-day banking, the Viaduct branch also sought to offer services no other branch can, in particular offering neighbouring corporate customers use of a fully equipped boardroom.

"The boardroom gives our corporate customers the opportunity to make presentations relevant to their business needs in a setting where all applicable information is at hand," says Tasker.

Provision has also been made for customers who prefer to do their banking electronically. An online banking station allows customers to come into the branch and complete their transactions in a secure situation. While these technological changes reflect the way in which people approach banking, Tasker says many of the changes are actually designed to go unnoticed.

"It's about putting customers at ease. That is why we've changed the layout of the branch, transforming a banking hall approach and bringing staff and customers closer together."

Traditionally, banks have been designed around a large open area in the centre, intended to make customers more comfortable and less cramped. Yet ironically, most people are more self-conscious in open spaces. To combat this, Westpac took an architectural approach to aiding sociological tendencies, repositioning customer desks, introducing welcome desks and online banking terminals, and moving plants from the periphery to the centre.

"Moving staff, services and furnishings meant customers have someone and something tangible to interact with, and no longer feel like they're taking to the stage when they enter the branch" says Tasker.

Further enhancing the interior environment is the use of acoustically sensitive finishes, increasing the sense of privacy.

"Most people aren't comfortable talking about their finances if they believe they can be overheard, so we placed particular importance on soft furnishings and wall coverings to absorb noise," says Tasker.

Reflective of Westpac's policy of site-specific branches, all artworks in the Viaduct branch echo the surrounding environment. None more so than the original sculpture by Jeff Thompson Wash Wake and Reflections. Commissioned by Westpac to produce art for several of the bank's new branches, the Viaduct sculpture features the finely cut, high-coloured, corrugated steel that Thompson is known for.

Innovation isn't only confined to the branch's interior. In response to council guidelines to improve safety in the area, the walkway between the branch and adjacent building has sensor activated lighting.

"Essentially the objective throughout the design process has been to provide our customers with a level of service that will ultimately leave them confident about their financial decisions," says Tinkler.

Story by: Trendsideas