Vision Critical banks on success of virtual branch tool
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CANADA— First there were virtual store shelves, then virtual stores – now Vision Critical is using computer technology to create a virtual bank branch to test layout concepts with customers.
The technology allows respondents to go on a structured virtual tour or ‘fly-through’ of a branch, with different tours offering different positionings of branch elements like greeters and tellers, ATMs, posters, signage and video screens.
Click tracking is used to record which design elements best captured the attention of respondents and follow-up questions are also used to gather feedback.
Vision Critical’s senior vice president for finance sector research Demitry Estrin said the use of virtual branch environments is intended to “help improve the customer experience… increase cost productivity and better connect the customer with the bank brand”.
