The FINANCIAL — After having fully equipped its branches with innovative 24/7 Zones, ProCredit Bank Georgia now plans to introduce cashless Service Points this year. At the same time, clients will soon be welcomed at flagship branches with a very unique design. In line with the demands of SME clients, the bank will continue to use the most modern technology, in order to provide its clients with faster, more convenient and flexible financial services.
“24-hour banking areas have been available at the bank for years. However, beginning in the summer 2015, we completely revamped our concept of the 24/7 Zone. Since then, we have made solid investments in terms of renovating the locations of these areas as well as the equipment available there. Our innovative concept is based on providing a high level of accessibility, speed and quality of service. The number of clients who take advantage of the newly implemented services in our 24/7 Zones is growing steadily. If we consider cash-in and cash-out transactions, 76% of these transactions are currently carried out at 24/7 Zones. The data for non-cash operations provides larger figures, with 95% of these transactions carried out using internet banking. These figures show the popularity of our around-the-clock services. Taking into account that the new concept of 24/7 Zones has been implemented at all of our branches, we expect greater activity and increased use on the part of our clients,” Natia Beria, Member of Extended Management at ProCredit Bank Georgia, told The FINANCIAL.
In 2015, for the first time in Georgia, clients of ProCredit Bank were given the exclusive opportunity to not only withdraw funds from ATMs, but also to deposit cash into their accounts using new cash-in ATMs. One of the main advantages of this new equipment is the speed at which the transactions can be carried out: clients don’t need to place notes in the ATM one at a time, as cash-in ATMs can process up to 50 notes per transaction. In addition, the amount deposited is credited automatically to the account. Furthermore, ProCredit Drop-Boxes have been placed in 24/7 Zones. This unique service is designed for business clients and enables them to deposit large amounts of money into their accounts. The amount deposited using the ProCredit Bank Drop-Box is credited to the client’s account within seconds. Another device available at 24/7 Zones is the Info-Terminal. Besides conducting transactions via internet banking at this terminal, clients can also access the bank’s website, receive information about the terms and conditions of services, see the locations of all branches and ATMs in the ProCredit Bank Network and contact the Call Centre.
Q. The services that clients have access to at 24/7 Zones are indeed innovative. However, clients still have to go to a specific location to carry out these operations. Why didn’t you decide to incorporate these services into other long-distance channels such as internet banking?
A. The demands and needs of our clients are at the core of our focus. Our main target is SME business. As a result, we try hard to provide solutions which correspond to the demands of these clients. We focus on maintaining a high level of satisfaction. Accordingly, we are focused not only on the development of 24/7 Zones, but also on remote services in general. We pay close attention to the development of internet banking and plastic cards. Transactions within these services are also growing significantly. If we take the first quarter of 2016, the automatisation level of the bank has already reached 89%. This means that 89% of transactions are made via remote channels, such as internet banking, 24/7 Zones or by using plastic cards for internet and POS purchases. We are closely observing the demands of our clients. As the bank mainly serves SME clients, we know how valuable their time is. Because of this, we feel that their daily schedules should not have to be planned around the working hours of the bank. The 24/7 Zone is a place where they can conduct any transaction at any time without having to wait in line at a Service Point. We try to minimise the time needed to do banking and aim to make the services we offer fast, comfortable and flexible.
Q. Which transactions are carried out most frequently at 24/7 Zones?
A. ATM and Pay Box are the services most used, as these were implemented long ago. However, the interest in new banking solutions is constantly increasing. The universal ATM, which is an innovative concept in the Georgian banking sector, is very unique in terms of its services. It is very convenient for customers and does not require each note to be fed in individually, as with Pay Boxes. There is also no need to sort notes by denomination. In addition, the amount is credited to the account in a very short time. Transactions can be made not only in GDL, but also in USD and EUR. Currently, 5,000 transactions are being carried out at universal ATMs monthly. However, this figure will definitely grow, as business clients have been using this service since January of this year. As for Drop-Boxes, these are mostly used by business clients to deposit larger amounts. The amounts deposited are also credited to their accounts immediately. Drop-Box deposits make up 40% of the total volume of transactions made at 24/7 Zones.
The development of such innovative remote services, as well as the high level of automatisation at the bank, enables us to transfer routine and standard transactions to 24/7 Zones, thus giving Client Advisers the opportunity to focus on providing our customers with financial advice.
A. How popular are the 24/7 Zones in the regions?
A. Our innovative services are quite popular in the regions – in Kutaisi, Zugdidi and Batumi, in particular. These are the cities in the regions in which our business clients and individuals are most highly concentrated. Our clients in Kutaisi were very enthusiastic about 24/7 Zones. Currently, the volume of transactions carried out via Drop-Box in Kutaisi is leading the way. They have welcomed it. The availability around the clock and the speed at which transactions can be carried out has contributed to the popularity of the 24/7 Zone.
Q. Georgians have always been characterised by their openness to innovation. However, some generations are still more sceptical. Do you see any of this scepticism among your customers?
A. Introducing our 24/7 Zones did not just entail the refurbishment of offices – we equipped these locations with innovative machines and implemented a beautiful and comfortable design. The largest part of our continuing work entails direct communication with our clients and the proper delivery of services. In this regard, an important role and mission is taken on by our employees. Within this project, we have arranged several training sessions for them. Our employees know how to explain to clients the use and benefits of services in line with their demands. Communication with clients is conducted on an individual level. The second most important factor is the experience of our clients, especially at the first stage of implementation. We are closely monitoring their feedback and their critique is valuable and necessary in order to achieve the maximum level of customer satisfaction. However the positive feedback we get with regard to this project is additional motivation for us to work even harder and meet the expectations of clients. In addition to our branch team, the management of the bank has been involved fully in the direct communication with customers and also during the information evenings held at the opening of new 24/7 Zones.
Q. Can you Please tell us about the popularity of the innovative zones in the other countries in which ProCredit Bank operates?
A. In general, remote services, including 24/7 Zones, are quite a common practice in Europe. ProCredit Bank, as a part of the ProCredit group based in Germany, always strives to be first to offer high-quality services and innovative solutions. This concept is a part of the group’s strategy. Furthermore, experiences shared within the group give us the opportunity to learn, change and improve and to keep up with recent trends and developments in the industry. Accordingly, these services are implemented in every country in which the bank operates. The automatisation rate within the group has reached 85%.
Q. Which innovative services will you offer your customers in 2016?
A. We started the year quite actively, offering new functionalities with plastic cards for business clients and private clients. During the current year, we plan to implement larger-scale projects. It will be a logical continuation of the project that we started in 2015. ProCredit Bank Georgia will introduce the innovative approach of cashless Service Points this year. Currently, we are in the preparation phase, including technological solutions, additional equipment, the revision of processes and staff preparation. Two flagship-style branches in Tbilisi and Batumi with a different concept will soon be introduced to our customers as well.
Flagship branches display an innovative design. We expect that the mix of art, nature and banking will create a really interesting concept and pleasant atmosphere.
Beginning April 25, a pilot project of cashless Service Points will be launched at three locations. The pilot project and feedback of our clients will be of great value, in order to ensure client satisfaction and to respond to their demands. I would say that cashless Service Points and flagship-style branches will be our largest and important projects of the year.
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