How can customer demand data improve branch staffing plans?

Customer demand data can improve branch staffing plans by showing when customers need help, why they visit, and which employee skills each interaction requires. Combining appointment and walk-in information gives operations leaders a more complete view than traffic counts alone. That view can help managers schedule appropriate coverage for routine transactions, advisory meetings, and specialized service needs.

A live conversation at Future Branches Boston highlighted why staffing decisions should account for the work employees need time to perform. Kathy Stevens, VP of Member Experience at Rivermark Federal Credit Union, explained, "Success is freeing up the branch staff to do more sales," while discussing the institution's use of interactive teller machines. Her broader point was that shifting routine transactions to another channel should create capacity for relationship-building work.

Another recent conference discussion identified service type, language requirements, and the source of a visit as useful inputs for staffing decisions. For example, a campaign for first-time homebuyers who recently immigrated could generate meetings with different language and time requirements than a typical mortgage discussion, making campaign information relevant to scheduling.

Branch operations and workforce planning leaders should begin by checking whether their demand data captures both appointments and walk-ins. Record the purpose and duration of visits, identify the skills needed, and compare those requirements with employee availability. Pilot schedule adjustments in a small group of branches, then review wait times, meeting outcomes, and employee workloads to determine whether coverage better matches customer needs.

Join Future Branches Boston to compare approaches to demand-based staffing and explore how better workforce planning can support customer service and branch performance.