Banks can achieve significant benefits from implementing Universal Associates including higher sales, lower costs, and improved customer satisfaction. But implementation requires more than just a recruiting and training program, but an overall strategy around Store design, Store technology, unique marketing, measurements, rewards, and recognition.

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Peak Performance Consulting Group
Welcome to Today’s
Webinar:
Implementing a
Successful Universal
Associate Program
Hosted by:
Ric Carey, Director
Ric.Carey@ppcgroup.com
512-607-6332

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Welcome…let me introduce myself
Ric Carey
Director
Main: 512-607-6332
ric.carey@ppcgroup.com
 Director, Peak Performance Consulting Group
 Previously, Executive Vice President and Head of Retail Banking
for Umpqua Bank
 Oversaw Umpqua’s internationally best-in-class banking
program which included 9 years executing the Universal
Associate program.
 Peak’s is headquartered in Austin, TX, but I am located in
Portland, OR
 In addition to supporting client needs in my particular areas of
expertise, I manage service delivery for west coast clients.

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Branch challenge’s: declining transactions, need for revenue growth
 The challenge:
 Need for growth, but fewer opportunities: less fee income, low interest rates
 Higher costs, largely due to increased regulation, have made it tough for banks to significantly
improve profits
 Branch transactions continue to decline
 Significant opportunity to improve branch efficiency/reduce cost…
 Shift branch staffing toward a more flexible “Universal Associate” model
 Redefine the model: the right branch configuration to efficiently meet customer needs
 Enable more efficient service through improved technology
 …and grow revenue
 Refocus branch staff skills away from declining transactions and toward sales growth

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Serving customers tomorrow requires change in strategy
 Primary role of the retail branch: drive customer acquisition and support consultative sales
 Drive new customer acquisition and provide sales and for existing customers
 Support business customers, who are more dependent on branch services
 Build and reinforce bank’s brand
 Customers still value branch presence
 64% identify branch convenience is primary reason for choosing their bank
 61% still visit a bank branch at least once per quarter
 Channel preferences are changing
 Transactions conducted in bank branches are declining 6-7% per year
 Transaction behavior and routine servicing shifting to other channels
 Shrinking branch traffic leaves fewer sales opportunities
 New accounts opened per branch FTE declined 23% since 1997
Source: American Bankers Assn. Consumer Survey, 2011 Source: Gordon Smith, “Consumer & Community Banking” 2/26/13, J.P. Morgan & Chase, SNL Financial
% of Consumer Deposits Through
Tellers(1)

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Implementing a Successful Universal Associate Program
Benefits achieved from the Universal Associate program
 Reduced temporary staff required for coverage from illness,
vacations, etc.
 Reduced cost for salary and benefits
 Reduced number of Branch employee’s
 Increased cross sell ratio
 Improved employee satisfaction scores
 Improved employee retention
 Improved Customer satisfaction scores
 Improved staff ability to handle more complex transactions

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Implementing a Successful Universal Associate Program
A week in the Life of a Universal Associate
 Teller Duties Monday and Tuesday. Also handled several operational questions from
customers.
 Branch Greeter on Wednesday from 1pm to 5pm, then hosted an event at the store
featuring a local florist shop demonstrating creating the perfect bouquet. Closed the
store at 9pm.
 Serious about Service Counter on Thursday. Handled opening new accounts and loan
applications.
 Thursday at 3pm, as part of our Connect program, I went to my son’s school and read with
a second grader through the SMART program (Start Making a Reader Today)
 Covered for Manager on Friday while she was out making calls

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My thoughts…
“The Universal Associate model is more than just a training program, or hiring
the right associate.”
“Although these are important, the Universal Associate program is part of an
overall strategy around Store design, Store technology, unique marketing,
measurements, rewards, and recognition.”

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Implementing a Successful Universal Associate Program
In Summary
 Banks need to reassess both the branch design and branch staffing in light of further
advancements in automation that will continue to drive down customer transactions
 Customers will continue to utilize the branch when making purchases or for handling
operational issues
 Our staff will need to be able to handle more complex customer transactions
 Our staff will need to be able to cross sell more complex products and services
 Focusing on both the branch design of the future as well as the Universal Associate
staffing model will support both cost efficiencies and desired sales and revenue
improvements

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Peak Performance Consulting Group
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