HSBC has opened its first flagship Premier branch in Swieqi with a new design that reflects the blueprint that HSBC Group is rolling out across the globe.

Part of HSBC Malta’s €8 million commitment to update its branch network, the Swieqi premises boast a spacious layout, parking facilities and easy access through Regional Road.

The centre was officially opened by HSBC Group Continental Europe chief executive officer Peter Boyles.

Premier is HSBC’s top-end personal banking service which offers customers dedicated relationship management to ensure that they get the most from HSBC: exclusive international banking services, wealth management, credit cards rewards scheme and many more first class benefits.

“Customers’ feedback and transaction patterns clearly show that the role of the branch is changing from a transaction centre to a place where people want to come and discuss their financial needs,” said Andy Ripley, HSBC’s head of personal financial services.

“While the majority of customers prefer the fast and immediate service of ATMs and online banking for their everyday banking transactions, when they visit a branch to plan their financial future, they rightly expect the kind of service and in the right relaxed environment that does justice to the long-term commitment they are going to make.”

In-house surveys show that while branches remain a critical part of HSBC’s multi-channel offering, only five per cent of conventional banking transactions are actually carried out through tellers in branches. This year, an increase has been registered in usage of all automated services, from ATMs, to card payments and internet banking. Online banking alone registered a 10 per cent increase last year and the trend continues this year. While usage of ATMs is highest in the younger population, 10 per cent of all ATM usage is carried out by customers over 65.

“HSBC remains sensitive to customers who have an emotional attachment to the branch or to the person behind the counter that they have built a relationship with,” said Swieqi branch manager George Debono. “For this reason, our people have been trained to hand-hold those customers who still need to familiarise themselves with automated services without feeling the need to reach for another branch with teller service. We know that once customers make the switch to using the ATM, they won’t go back to queuing at tellers.

“Upgrading our branches is not just about delivering a quality environment, it is also about investing in our people so that they deliver the first class service that our Premier customers demand. We are rolling out an innovative three-day customer service programme for the branch teams who will be taking banking in Malta to the next level. Customers will experience first-hand why our HSBC Swieqi branch is really and truly one of a kind in Malta.”