A look at U.S. Bank's digital engagement metrics supports the idea that its branches could come out of the pandemic as a different kind of customer touchpoint
during the height of the coronavirus pandemic. The bank also reported that the percentage of customers who are digitally active was above the three-quarters mark, standing at 76% as of August 31, 2020—ticking down just one percentage point from 77% as of May 31.
The bank's plans to reduce its branch footprint will mean the closure of 400 branches by early next year. "While physical branches and personal interactions will always be important, [the bank needs] fewer branches today than [it] did even a few years ago," said CEO Terry Dolan on U.S. Bank's Q3 earnings call.
In the past 18 months, the bank has closed about 10% of its branches, and the closure of an additional 15% of branches will be locations that were temporarily shuttered by the coronavirus pandemic—a fact that could help blunt potential adverse effects on customer experience. The cuts will leave U.S.
Together, these metrics reflect the pandemic-induced shift to digital banking, which raises the question of what the branch's role will be if these newly acquired habits become permanent. U.S. Bank seems to envision them as customer service hubs, and has begun remodeling branches for that transition, placing emphasis on financial advice and making transactions secondary—for example, by doing away with teller lines.
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