Future Branches 2017

December 04-December 06, 2017

Hyatt Regency Austin, TX

1 (888) 482.6012

Day One: Optimizing Your Branch Footprint and Design to Fit the Needs of Today’s Customer

7:45 AM - 8:45 AM Continental Breakfast & Registration in the Innovation Center

8:45 AM - 9:00 AM Welcome Remarks & Opening Ice Breaker

Elizabeth Robillard, Event Director, Future Branches

Elizabeth Robillard

Event Director
Future Branches

Mike Tippets

Vice President Of Media Services And Solutions
Hughes Network Systems, LLC

9:15 AM - 9:40 AM Fireside Chat: Designing a Branch Format for Today’s Banking Customer

Ethan Wingfield, Sr. Director, Retail Banking, Capital One
Transactions in branch are steadily declining due to a shift in how people approach their money. Soon, your fridge will be able to make purchases for you and all easily made transactions will take place online or on your mobile device. The question becomes, how can the channel that is both your largest piece of infrastructure and the place where there is the largest opportunity for revenue generation stay relevant when there is truly no need for it’s original purpose. Ethan Wingfield from Capital One knows a little bit about what it takes to create a unique branch concept that appeals to today’s consumer. He has been working for the past several year’s on their innovative Capital One Cafe format and will be joining us to share his view on some ways to keep the branch relevant.

Ethan Wingfield

Sr. Director, Retail Banking
Capital One
The purpose of the branch needs to change. Transactions no longer take place there, so a new strategy needs to be put into place that can revitalize this piece of infrastructure to make sense in today’s digital world. The locations of new branches need to be established, the branches that should be closed have to be chosen and the branches that simply need a refresh have to be identified. All of this can be done by looking at market intelligence and demographic data to establish where the most transactions are located.
•Standardizing a framework that gathers key performance data
•Looking across the metrics to understand a holistic view of the operations of each branch
•Do you want a homogenous set of branches or are some of them going to be bigger, smaller, more innovative or simpler?


Patrick Myron

SVP, Retail Network Strategy & Sales Analytics
Rockland Trust Company

Simon Griffiths

Executive Vice President, Head of Retail Distribution
Citizens Bank

10:20 AM - 10:45 AM Case Study: Flawless Integration: Breaking Down Siloes to Achieve Omnichannel Success in Branch

Stephen Griffin, SR VP Retail Distribution Strategy, Regions
•Pinpoint the internal departments you need to collaborate within in order to have an end to end picture of your customer
•Build relationships with these business partners and department heads in order to understand their priorities and help them understand yours
•Instill the importance of customer experience across the organization with trainings and CX advocates and create common objectives and organizational goals
•Bring the branch back into the fold with digital channels and make sure that your customer doesn’t see whatever seems might exist between the channels- can they start a form online and finish it in-store?



Stephen Griffin

SR VP Retail Distribution Strategy
Regions

10:45 AM - 11:25 AM Morning Refreshment & Networking Break in the Innovation Center

11:20 AM - 11:40 AM Optimizing Cost-to-Serve in an Integrated Phygital Distribution Model

Adrien Kirschfink, Global Branch Transformation Lead, Accenture Richard Benson, Creative Managing Director, Allen International
Accenture has built signature experiences with Financial Services clients and helped them save more than 30% of their distribution cost base through customer focused transformation programs. During our keynote we will share some key insights and lessons learned from working with the world’s leading banks on:
•How banks can radically reduce Cost-to-serve by redesigning their customer interaction model and optimizing their distribution network, making it more efficient, more convenient and more adapted to the individual needs;
•How an integrated Phygital model will increase Customer Engagement by revising priority Customer Journeys and optimizing the customer experience to a target cost structure;
•How bringing together human touch, technology and customer needs for the right interaction will empower banks staff to provide a true omni-channel experience for customers.



Adrien Kirschfink

Global Branch Transformation Lead
Accenture

Richard Benson

Creative Managing Director
Allen International
The long, high teller counter of traditional branches are being replaced with “pods” where individuals can meet in semi-private spaces with associates. Many banks are taking that a step further and adding a bit of a Starbucks feel to the bank, adding free Wi-Fi and coffee stations to make the bank floor feel like somewhere you want to hang out. Join this session to hear more about how our panelists are answering questions like:
•How are you best using the space you have to reflect your updated branch goals?
•How do you keep the identity of your brand present within your updated space while implementing new designs and technology?
•How can you use your actual physical building to market your brand and give people a feel for what you are bringing to the table?
•How can you keep things comfortable and inviting while still maintaining a futuristic vibe with easy to use tech?


Terri Baker

Director of Retail Operations
Oregon Community Credit Union

Stephen Griffin

SR VP Retail Distribution Strategy
Regions

James Lee

SVP, Director | Retail Business Services
Comerica Bank

12:20 PM - 12:40 PM Network Transformation: Designing and Extending your “Future” Branch Experience

Sean Keathley, President, Adrenaline Gina Bleedorn, Chief Experience Officer, Adrenaline
Digital disruption has shattered the landscape of many industries, but few more severely than financial. It’s no secret that the vast majority of today’s over 100,000 branch locations are not designed for how today’s consumer wants to bank in them - but how do you right-size to fix the problem? The answer lies in tiered formats of branch types with a segmented prioritization of elements, executed with the maximum level of change your institution and market can sustain. In this session, you’ll not only learn how to design the optimal “future” branch experience, but how to keep it relevant and successfully deploy across your network. This session will cover:
•How to design a “branch of the future” experience that stays relevant
•How to determine the right level of change for your organization
•How to export that experience across your network in an array of formats and application tiers


Sean Keathley

President
Adrenaline

Gina Bleedorn

Chief Experience Officer
Adrenaline

12:40 PM - 1:50 PM Luncheon For All Attendees

1:50 PM - 1:55 PM Chairperson’s Opening Remarks

*If you are interested in chairing this track, please reach out to Harvey Golub at harvey.golub@wbresearch.com


1:55 PM - 2:15 PM Case Study: Exploring the Formats: How to Layout Your Branch for the Universal Employee Model

Kris King, Vice President – Retail Operations, WSECU

Kris King

Vice President – Retail Operations
WSECU

2:15 PM - 2:35 PM Case Study: Utilizing Your Additional Space to Engage your Customer

Billie Jo Cardenas, Vice President of Retail & Marketing, USE Credit Union
•Do you have extra space you aren’t using in your existing branch that you either own or lease?
•What are some of the things you can do with this space?
•If you own, can you lease part of it to a café or another business?
•If you rent, can you turn some of it into usable office space for small businesses?
•Working with your landlord (if you lease) to best utilize this space requires having a positive relationship with them, how is that established?
•Can you include a lounge area to make everything seem more


Billie Jo Cardenas

Vice President of Retail & Marketing
USE Credit Union

2:35 PM - 2:45 PM Vendor Innovation Spotlight

*If you are interested in presenting during this session, please reach out to Harvey Golub at harvey.golub@wbresearch.com


2:45 PM - 2:55 PM Vendor Innovation Spotlight

*If you are interested in presenting during this session, please reach out to Harvey Golub at harvey.golub@wbresearch.com


2:55 PM - 3:25 PM Case Study REMIX: Connecting with Your Customers: Texas Capital Bank’s Mobile Financial Center

Anne Witherspoon, Senior Vice President, Texas Capital Bank Todd Morrill, Senior Vice President- Manager, Treasury Special Projects, Texas Capital Bank
In keeping with their belief of corporate social responsibility, Texas Capital Bank launched their first ‘mobile financial center’ this past April. The vehicle was created to promote financial literacy to the community and features two ATMs. During this session presented by Anne Witherspoon and Todd Morrill of Texas Capital Bank, we will hear how this project came about, how it has been going and what lessons have been learned along the way.


Anne Witherspoon

Senior Vice President
Texas Capital Bank

Todd Morrill

Senior Vice President- Manager, Treasury Special Projects
Texas Capital Bank

1:50 PM - 1:55 PM Chairperson’s Opening Remarks

*If you are interested in chairing this track, please reach out to Harvey Golub at harvey.golub@wbresearch.com


Today, market intelligence and demographic data can go a long way in helping financial institutions decide where their branches should be located. This data can also help financial institutions figure out how each branch should be specialized based on the located it is placed in. Customers of a metropolitan branch in a city like NYC might have different needs than students who visit a branch on a university campus or someone from a rural town who visits a branch. Depending on the location and customers of a particular branch, the ideal branch size and space could be similar to anything from an Apple Store to a local Brooklyn coffee shop- does your customer want sleek and futuristic or comfortable and natural. Join this panel to hear more about how to be using data and market intelligence to plot your hub and spoke model
•Understanding what current locations are the most visited and have the highest deposits
•Revisiting branches that you find are high footprint but get little traffic
•Evaluating metrics like walking score, foot traffic and transaction density
•Looking at general market intelligence in different geographic areas- competition and overall income in the area


Andres Cueto

SVP, Director of ATM Channel and Branch Strategy & Design
BBVA Compass

Joseli Wright

Retail Banking Strategy Assistant Vice President
SECU of MD

2:35 PM - 2:55 PM The Changing Role of the Branch in Multichannel Sales

Leo Rinaldi, Director, Marketing & Distribution Strategy, Novantas
Legacy planning approaches and metrics no longer work. Customers increasingly shop digitally, and the branch network and its sales staff must be repositioned to capture the new multi-channel shopper. In this session, you’ll learn how to jump start your organization’s journey by leveraging new data and techniques.


Leo Rinaldi

Director, Marketing & Distribution Strategy
Novantas

2:55 PM - 3:25 PM Case Study REMIX- Analyzing Gaps in Sales and Service: Identifying Where There is Waste in Your Network

Chuck Frederick, Director of Retail and Small Business Banking, Midland States Bank
Online transactions cost the bank 2 or 3 cents a piece, as opposed to 4 or 5 dollars in branch, which makes sense considering the cost of running the branch and having staff on hand to help customers. Though keeping a branch open costs a bank or credit union a lot of money, it is still the largest source of a banks revenue, considering there are more complex banking transactions that people like to do in branch like applying for a loan, opening up new accounts, or talk about retirement plans. So, a major task for today’s branch executives is figuring out how to effectively utilize branches to keep up face to face interactions with customers while keeping them profitable. Join this session to hear about how Chuck Frederick is accomplishing this at Midland States Bank.
•Reviewing time spent on activities across the branch network by employees and management
•Identifying gaps in sales and service productivity
•Better understand financial impacts and where corrective action may be needed.
•Drill down into specific branch groups, a single branch, and even down to the individual employee


Chuck Frederick

Director of Retail and Small Business Banking
Midland States Bank

3:25 PM - 4:05 PM Afternoon Refreshment & Networking Break In The Innovation Center

TRACK A: Small Network

4:05 PM - 4:45 PM Workshop- Mapping Your Customer’s Journey: Matching Your Resources To Customer Preferences

Consumers today expect far more from digital. Frictionless banking, where key pain points and obstacles are eliminated, is becoming the new table-stakes for mobile and online experiences. But to do more than survive, how can banks go beyond frictionless banking to creating cohesive, meaningful customer journeys. This brief discussion will examine:
•Learn the importance of mapping your customer’s endto-end journey
•Understand the tools needed to make a journey map along with who should be involved with the process
•Identify the practical applications of journey mapping, such as uncovering customer pain points and gaining c-suite buy-in
•Acknowledge the need to continually journey map to keep up to date with how your customer interacts with your brand and how that fits into your branch strategy


Be sure to join these interactive roundtable sessions and take a deep dive into the specific areas you came to discuss. Opportunities to sit and learn from executives like these do not exist elsewhere. Take control of your own event experience. Don’t be shy! Ask questions (or answer them!) of other conference attendees who are dealing with the same challenges as you. After 30 minutes, you will have the opportunity to sit at another table of your choice for a second discussion.

1. Transforming Your Culture to a Customer First Mindset
Krystal Adams, VP of Member Experience, Tuscon Federal Credit Union
2. Mentorship, Rewards or A Bit of Both: What Sustains Employee Motivation?
Kari Solomonson, Vice President, Retail Team Leader, People’s State Bank
3. Know Your Customer: Is Transformation Necessary or Not?
Mark Jurilla, Senior Vice President, Retail & Business Banking, The Village Bank


Krystal Adams

VP of Member Experience
Tuscon Federal Credit Union

Mark Jurilla

Senior Vice President, Retail & Business Banking
The Village Bank

Kari Solomonson

Vice President, Retail Team Leader
People's State Bank

TRACK B: Medium Network

4:05 PM - 4:45 PM Workshop- Updating Your Branch When You Are Strapped for Resources

Ben Hopper, Vice President, Retail Strategy and Transformation, First Tennessee Bank
Putting together a customer centric branch strategy might not be all that easy if you don’t have the c-suite buy-in or dollar share to really understand how this channel should be operating. Join us for this session surrounding how to make this strategy work when you are strapped for not only budget but also manpower. Ben Hopper from First Tennessee will walk the audience through some lessons learned and help everyone start thinking more about some of the quick wins you might be able to accomplish when it comes to your branches


Ben Hopper

Vice President, Retail Strategy and Transformation
First Tennessee Bank

TRACK B: Medium Network

4:45 PM - 5:45 PM Medium Scale Network Track Roundtables:

Lisa Leeper, SVP/Branch Operations, Tinker Federal Credit Union
Be sure to join these interactive roundtable sessions and take a deep dive into the specific areas you came to discuss. Opportunities to sit and learn from executives like these do not exist elsewhere. Take control of your own event experience. Don’t be shy! Ask questions (or answer them!) of other conference attendees who are dealing with the same challenges as you. After 30 minutes, you will have the opportunity to sit at another table of your choice for a second discussion.

1. Picking the In-Branch Technology That Works Best For Your Company and Customers
2. Safety and Security in Branch
Lisa Leeper, SVP/Branch Operations, Tinker Federal Credit Union


Lisa Leeper

SVP/Branch Operations
Tinker Federal Credit Union

TRACK C: Large or International Network

4:05 PM - 4:45 PM Workshop: Understanding Your ROIWhat Metric Do You Use to Measure Success?

Metrics and data driven experiences are a given, but we also have to make sure that we are able to pay our shareholders and manage their expectations given the investments we might be making in branch strategy. Join this hands on workshop to learn more about:
•Laying out the bare facts of branch strategy- costly with long turn around times
•Advocating the potential of the branch as a customer relationship hub
•Figuring out what metric should be used to justify investments in this arena
•Validating a branch’s important role as a revenue generator and what the potential of that is in the long run


Be sure to join these interactive roundtable sessions and take a deep dive into the specific areas you came to discuss. Opportunities to sit and learn from executives like these do not exist elsewhere. Take control of your own event experience. Don’t be shy! Ask questions (or answer them!) of other conference attendees who are dealing with the same challenges as you. After 30 minutes, you will have the opportunity to sit at another table of your choice for a second discussion.

1. Achieving Omnichannel Personalization
Rosemary Hill, Senior Consumer Technology Retail Banking Innovation Lab Vice President, Bank of America
2. Finding the Optimal Blend of Your People and In- Branch Technology to Perfect Strategy
Dena Roten, Managing Director, Retail Banking, Citibank
3. Retaining Customers in the Midst of a Branch Closure
Doug Sprecher, Senior Vice President - Branch and Consumer Sales Strategy, First Citizens Bank


Rosemary Hill

Senior Consumer Technology Retail Banking Innovation Lab Vice President
Bank of America

Doug Sprecher

Senior Branch and ATM Strategy Vice President
First Citizens Bank

Dena Roten

Managing Director, Retail Banking
Citibank

5:45 PM - 6:45 PM Wild West Welcome Reception In The Innovation Center

6:45 PM - 6:45 PM End Of Main Day One