Trust in banks and bankers hit an all-time low in the aftermath of the global financial crisis. And to a bank, particularly a world-renowned Swiss one, trust is the most important currency there is.
The best place to earn it back is in store, face to face. That's why FITCH redesigned UBS's in-branch experience and helped the bank reconnect with its customers.
We dug into customers' cultural sensitivities, got under the skin of UBS's values as well as its business, and developed a strategy that brought all these finding together and built value through transparency and a strategy we called 'open knowledge'. Then we set about redesigning the bank's physical environments to allow for greater personal interaction and exemplary service.
The original concept store was unveiled to UBS senior management and stakeholders in Zurich in September 2010. The first pilot site opened in Adliswil in December 2010. The new layouts and journeys had precisely the intended effect: A survey of 500 clients showed a significant increase in positive perceptions of UBS branches compared with competitors.