Washington Mutual Bank was searching for a way to reduce the frustration that customers experience as they wait for service in branch queue lines. Because dynamic media enables the delivery of a variety of messages on a single screen, the bank also wanted to improve customer service by using the wait time to wrap entertainment and useful information around customer merchandising information.

Multiple Frames

It was decided to place several large plasmas around the branch so that customers could easily view the screens from any location in the branch. Each screen was broken into multiple frames to allow the simultaneous distribution of distinct avenues of messaging.

Customized Content

Impart created customized content to surround the product and service ads, along with special event announcements, with an entertaining variety of current national and international news, weather, sports, business and health updates, plus industry highlights. This news content is updated daily, keeping the information fresh and up-to-date. A financial ticker runs across the bottom of the screen and is updated hourly.

Conclusion

In Washington Mutual conducted exit surveys, they found that customers reported a significant reduction in the perceived “wait times.” Even though wait times did not decrease, customers focused on the dynamic media felt they had spent less time in line. Customers also reported a much more positive branch experience along with a perceived increase in staff knowledge and helpfulness. Bank staff also reported that customers were more aware of products and services offered.