Most would agree that the platform side of the branch plays a critical role in the success of branch network profitability. Yet management has struggled with fully understanding the overall performance in the lobby due to various systems capturing fragmented sales/service information such as DDA systems, time/deposit systems, loan systems and credit card systems—and in most cases no dedicated systems for tracking lobby service.

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

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