Technology & Innovation

Nationwide combines physical and digital banking

May 04, 2015

Global

May 04, 2015

Global
Our Editors

The Economist Intelligence Unit

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Nationwide sees new role for physical branches in the hyperconnected era

In the last few years, the once-staid banking sector has seen an explosion of innovation and the launch of many digital-only banks, such as Atom Bank in the UK, Simple in the US, and WeBank in China.

Does this spell the end for high-street bank branches? Not for Nationwide. The UK building society, which functions as a bank with voting rights for its customers, views a high-street presence as critical to the success of its connected future.

“For us, hyperconnectivity is a combination of open banking coupled with big data and connectivity” says Tony Prestedge, Nationwide’s chief operating officer.

With 15 million customers and a UK-wide network of 700 branches, the bank has invested heavily in both digital-only services such as mobile apps and the technology at its physical sites. A five-year, £500m programme will see the installation of in-branch innovations such as video links connecting branch customers to remote mortgage advisors.

The role of the physical branch is changing, of course. Research indicates that customers are more open to an online relationship with a bank if they live in proximity to one of its branches. Increasingly, therefore, the purpose of physical locations is to uphold public awareness and perception of the brand, and to spur customers to connect with Nationwide via online channels. 

In the digital realm, Nationwide’s strategy is to partner with best-in-class service providers, such as consumer technology giant Apple, whose payments service Apple Pay was launched in the UK earlier this year, and Visa.

Many in banking sector are wary of Silicon Valley companies muscling in on their customer base and the rise of challenger banks. Mr Prestedge responds to the suggestion that Nationwide’s name might well be overshadowed by the Apple Pay brand with a shrug of the shoulders. “We have to accept that this is the way things are going,” he says. “You have to decide whether other people’s technology is a threat or an exciting opportunity for retail banking.”

Another critical channel for Nationwide’s hyperconnected strategy is social media. Close analysis of social networks in real-time allows the group to spot customers whose online activity indicates they are in the market for a financial service and ready to hear an appropriate offer. He believes customers are happy to receive product and services offers as long as they are strictly relevant. This hinges on not deluging prospective mortgage buyers with junk messages, or “unintelligent marketing” as Mr Prestedge calls it.

This obligation to be relevant is one facet of Nationwide’s objective to be seen as a reliable provider of financial services. In the digital age, this sense of reliability includes being trusted to keep customer data secure, not using it in an exploitative or intrusive manner and, of course, making sure that digital services are consistently available. “The time between an online service failure and comments on social media is just 12 minutes,” Mr Prestedge notes.

These considerations have a direct impact on how Nationwide is perceived. This is why its on-going adaptation to the hyperconnected economy is not just an IT strategy – it is an intrinsic component of its evolution as an organisation.

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