Most would agree that the platform side of the branch plays acritical role in the success of branch network profitability. Yetmanagement has struggled with fully understanding the overallperformance in the lobby due to various systems capturingfragmented sales/service information such as DDA systems,time/deposit systems, loan systems and credit card systems—and inmost cases no dedicated systems for tracking lobby service.

Financial institutions may perceive their less-than-ideal handleon lobby performance to be sufficient and do not see a remedy worththe expense or the disruption. However, a recent study indicatesthat lobby performances are having a much greater impact on thebottom line than previously thought.

Specifically, in the FMSI branch lobby study of 344,000interactions, FMSI found that on average 65% of the platformactivities do not involve selling products. With sales beingsuch a vital part of most branch operations, this number has beenalarming for many— especially for the bottom institution of thestudy who had only 23% of their platform activities involvingselling new products.