Stylus, January 2013
Personalising through Technology
Although high-tech features can be perceived as lacking the critical human touch which many banks are striving to emphasise, if cleverly deployed they can help foster a more intimate, relaxed in-store experience. “How do you personalise something as impersonal as technology? It’s all about taking barriers away and making the consumer’s experience much less confrontational,” Champion explains. ‘iam’ Associates puts this into practice at the Istanbul flagship of Turkish bank Garanti by housing electronic teller assisted units within desks as an informal alternative to conventional counters with glass partitions. The service desks are located in separate glass-walled cubicles, emulating the idea of a personal consultation, while the transparent materials still feel communal.
“How do you personalise something as impersonal as technology? It’s all about taking barriers away and making theconsumer’s experience much less confrontational”- Pete Champion, director of ‘I-AM’ Associates.