Just a fraction of conventional banking transactions are carried out over the counter in branches because the big bulk, 95 per cent, are done through automated or back-office channels, according to HSBC Malta CEO Alan Richards.
Mr Richards, who insisted that branches remained a critical part of HSBC's multi-channel delivery, was speaking at the opening of the refurbished HSBC branch in Ħamrun.
"Branches remain key to our relationship with our customers although behaviour is changing. This year, we have again seen an increased usage for all automated services, from ATMs, to card payments and internet banking," Mr Richards said. Online banking alone registered a 10 per cent increase last year and the trend continued this year with 1,000 new registered users each month, he said.
A recent survey revealed that one in every four of the Maltese adult population said they were confident to buy goods and services online, making the Maltese one of the most internet savvy populations in Europe.
Mr Richards said: "As customers' lifestyle changes, so do their banking needs and the services they require to grow their money and to protect their future. The upgrade of the HSBC branch network is necessary to meet these changing needs. And it's not just the physical layout of the branches we are changing; staff receive continuous training to deliver better service, build stronger relationships with customers and are better able to provide information about the products and services our customers need."
It is back to business as usual at the Ħamrun branch after three months of extensive refurbishment works. The upgrade is part of a major transformational programme taking place throughout HSBC's branch network in Malta with an investment of €8 million to be completed in five years.
The way the branch was reorganised allowed improved customer relationship for personalised services and advice in a more secure and intimate environment, a bank spokesman said. In-house surveys show that customers are more willing to visit branches to seek financial solutions tailored to their specific needs, like financial planning, mortgages and investments, or to discuss their business.
The Ħamrun branch opening hours are extended for personal financial planning advice from 4 to 7 p.m. between Mondays and Fridays.