The cafe features the operation of a bank and becomes a cafe.

"Coffee avatar" ╱ Reuters

In response to the need to reduce the financial network, the Bank of the United States has hired more manpower and even converted its branches into coffee bars, but customers' reactions to the new marketing methods have been mixed.

■ Firms across the country are tossing out their tellers, adding salespeople and remaking their drive-through lanes.

According to Daily News, Capital One Financial Group is scheduled to open a new branch in Bols this summer, but this branch will not have any outlets, but will operate in the form of coffee bars, just like Starbucks, which offers free Wi-Fi for all kinds of coffee items.

In-store service students are all Capital One employees, but their purpose is not to encourage customers to open or apply for fees, but to introduce customers to the various functions of the network and answer customers' doubts about the use of the web site.

In addition to Bols, Capital One's coffee shop branches in other parts of the United States also provide "alcohol free time" from time to time, and service students use this time to promote mobile phone applications launched in cooperation with local merchants.

A member of the staff becomes a public official.

Capital One spokesperson said that this new type of coffee shop branch can help the company promote the brand and save the personnel costs of a large number of staff. Banks of the same industry in the United States also plan to do the same, changing 9000 out-of-staff members into "public relations service personnel." Instead of letting the staff handle the tasks themselves, the bank will use manpower to guide customers to use cash machines and mobile phone applications, so as to improve the efficiency of customer service.

According to the statistics of the Guobang Deposit guarantee Company, there were 95,000 bank branches in the United States last year, the lowest record since 2005. In spite of the fact that the banking industry does not pay for manpower, there are still 1/3 of the branches in the banking industry, making it impossible for them to make strange moves.

The latest cash withdrawal machine currently used by the banking industry can not only change, but also monitor the communication between customers and customer service personnel, so as to reduce the actual personnel costs. Some banks even call or get a quick call, encouraging customers to switch to mobile phones to handle general financial services.

Wells Fargo recently launched a new function that allows customers to obtain an one-time authorization password before leaving the house, so that they can quickly complete identity verification and short-term business processing time on the express road. The application program launched by PNC Bank allows customers to enter a predetermined withdrawal deposit on their mobile phone before leaving the door, and then directly check the mobile phone QR Code in front of the withdrawal machine to get the payment.

However, this kind of cost reduction strategy is not as profitable in implementation as expected, and sometimes it is counterproductive. Robert Meara, an analyst at Celent Financial, said that "most banks do not have a clear direction for the branch management strategy", which leads to a steady stream of customers because of labor savings.

Take Grace Raymond, a 79-year-old grandmother, as an example. When she went to the United States a few days ago to pay her room, she was furious because of the shortage of service staff. At that time, she was invited to attend an in-house dinner, and she was first invited to the special management area to arrange a meal. It was only when she arrived that she was told that she should go to the restaurant. This lasted for the whole afternoon.

Line service should be heavy fast service

When the Bank of the United States summoned the stock market meeting in May this year, some branches were already suspected that some branches had caused a long queue of customers for the sake of saving manpower. Brian Moynihan, the chief executive of the United States, said that the company is still trying out various new strategies to respond to the behavior of consumers.

A guest, Jennifer Oliver, who passed by the Capital One coffee shop a few days ago, also said that she liked the special coffee provided by the coffee shop, but admitted that she would not go to the branch office specially for this reason.

According to J.D. Power, a municipal agency, only 5% of customers have opened or purchased financial products during the last opening of a branch. Steven Reider, chief executive of Bancography, a banking company, said: "No one will apply for a house because of a sudden action." "(industrial and commercial time)

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