Fortune Teller: Banks Ponder the Future of the Branch Teller.

• Author: Johnson Melanie

Bank tellers are not slated for the same fate as video rental clerks--the occupation is in no danger of becoming obsolete. Innovations in electronic banking services do mean, however, that the role of the teller--and of the branch itself--is being redefined.

"In the past, you look at the branch and that was your main focal point," says Craig Roper, senior vice president and chief deposit officer for Bank of Utah. "Today, I have to look at it across multiple channels to make sure we are consistently giving the same service in the same appearance and the same processes in all facets."

The Role of the Teller

Roper has seen tellers evolve into more of a hybrid strategic role. Transactional volume in branches has been reduced with the rise of online banking. Now a bank teller is expected to wear multiple hats when serving a customer.

"I see tellers evolving to be truly more of a hybrid of a new accounts person and with potential to be even a loan officer, where they can work with the customer and do multiple things with a much higher skill level than a traditional teller position," he says.

Bank tellers take a more active role in working with a customer beyond handling a simple deposit or withdrawal. Technology makes it possible for banks to put everything related to a customer's financial history at the teller's fingertips.

Tellers can act as an advisor on banking choices to provide better customer service. They are taught to focus on having conversations instead of simply doing transactions. It starts with asking the right questions to identify a customer's needs. Roper notes that taking time to really talk with a customer and identify their needs helps a teller build a relationship of trust that is so valuable in banking.

The Evolution of the Consumer

Bank tellers are not the only ones changing because of modern technology. Consumers are also a different breed than a generation ago. "The questions and their needs have become more complex," says Chelle Gordon, channel strategy manager for Zions Bank. "The customer is doing research before they come in regarding the options that they want--in some cases applying for the loan or an account online. But if they need more help, they're coming in and they're talking to someone. They want and expect someone who is very knowledgeable and can help them with their unique scenario."

This means tellers should be intimately familiar with all bank services and should understand all of the financial language...