At Future Branches Boston 2025, the keynote session “From Insights to Impact: Building a Data-First Channel Strategy” featured Marilyn Howe, Senior Manager of Global Advisory Services at Diebold Nixdorf. Howe explored how banks can apply data-driven practices to transform their omnichannel experience, borrowing proven tactics from retail and hospitality to drive loyalty, optimize branch networks, and unlock measurable growth.

Key Takeaways

1. Retail-style experiences are redefining customer expectations

Howe highlighted how brands like Nike, Starbucks, Walmart, and Spotify have set a new bar for customer-centric experiences. From loyalty rewards and exclusive access to hyper-relevant recommendations, these companies use data to anticipate needs and remove friction. Banking customers now compare their branch and digital interactions to these everyday experiences, making it essential for financial institutions to build similarly seamless, rewarding journeys across all channels.

2. Omnichannel integration directly fuels growth and loyalty

Citing Accenture’s Global Consumer Banking Survey, Howe showed that banks with more loyal customers achieve revenue growth 2.6 times faster than peers, with deeper product penetration and a greater share of wallet. A truly integrated omnichannel strategy—where ATM, mobile, web, and branch interactions “talk” to each other on the back end—turns positive experiences into measurable outcomes, including stickier relationships and a higher likelihood of being the primary financial institution.

3. Data-driven insights reveal how customers really use channels

Howe’s advisory team analyzes months of transaction data to understand how individual members move between branches, ATMs, mobile, and online banking. This segmentation surfaces patterns—such as fully attended vs. fully self-service users—and differences by age, relationship depth, and business vs. retail behavior. Using these engagement profiles, banks can refine staffing models, lobby leadership, education strategies, and channel investments to better align with how customers genuinely prefer to transact.

4. Local market characteristics should shape format and service design

Leveraging tools like Esri’s tapestry segments, Howe demonstrated how socioeconomics, life stage, and technology preferences can inform branch formats and offerings. Urban renters, tech-forward professionals, rural households, and newly arrived communities all need different products, education, and access models. By tying demographic segments to go-to-market strategies, banks can design fit-for-purpose branches, community spaces, and outreach programs that resonate with the people who actually live and work nearby.

5. Branch and ATM networks must be optimized as a unified system

Rather than evaluating locations in isolation, Howe emphasized viewing the physical network through the eyes of the customer. Aggregated transaction patterns naturally reveal clusters based on where people live, work, and play, helping avoid inconsistent experiences across neighboring branches. By analyzing engagement within trade areas and understanding where the best customers reside, banks can reposition touchpoints, right-size their footprint, and enhance network effectiveness while managing cost-intensive physical operations.

6. Backend optimization and personalization elevate self-service touchpoints

Howe shared how Diebold Nixdorf analyzes every note in and out of ATMs to calibrate cash levels, denominations, and replenishment schedules for maximum uptime. On the front end, personalization such as remembered withdrawal preferences, language settings, and contextual offers (like birthday messages or pre-qualified products) turns ATMs into richer engagement moments. These behind-the-scenes analytics ensure customers encounter reliable, relevant experiences without added complexity for branch teams.

Why It Matters

As branch traffic shifts toward higher-value interactions and digital channels handle everyday tasks, banks face pressure to deliver consistent, high-quality experiences everywhere customers choose to engage. Howe’s session underscored that a data-first channel strategy is no longer optional—it is the foundation for profitable growth, efficient operations, and meaningful differentiation in a crowded market. By unifying channel data, understanding local markets, and applying lessons from leading consumer brands, financial institutions can modernize their networks while preserving the relationship-centric core of community banking. The result is a smarter balance between human and digital touchpoints, aligned with evolving customer expectations.

Actionable Insights

• Audit channel usage patterns: Integrate ATM, branch, mobile, and web data to identify key customer segments and tailor engagement strategies.
• Design fit-for-purpose formats: Use market demographics and life-stage data to match branch layouts, staffing, and services to local needs.
• Strengthen omnichannel integration: Ensure back-end systems connect interactions across channels to support personalization and a seamless journey.
• Optimize self-service reliability: Apply analytics to ATM cash management and uptime, then layer in simple personalization that boosts satisfaction.