Athens, Greece. Greek lender Alpha Bank announced a sweeping transformation of its retail banking operations, introducing a new organisational model aimed at placing the customer at the centre of banking services. The bank said the overhaul is a strategic shift designed to align services with customer needs and enhance its commercial approach.
Retail strategies role strengthened
Alpha Bank said it is strengthening the role of its retail strategies general division to develop innovative commercial offerings and improve support for its branch network. The bank said it will centralise commercial planning through retail strategies to enable more targeted proposals based on customer segments and needs.
Branch network repositioned and regional structures reinforced
The lender said the upgraded model will enhance the role of its physical network while reinforcing regional structures, bringing banking services closer to local communities and creating new growth opportunities across Greece. The new framework places the branch network at the core of the bank’s commercial activity and upgrades the role of staff as advisors providing personalised financial guidance.
New network structure and expanded support
Under the plan, Alpha Bank is introducing a new network structure comprising five new directorates and 25 regions, intended to strengthen support for branches and expand commercial potential nationwide. The bank said branches will be transformed from transaction points into advisory and development centres, offering more direct, efficient and tailored services, while improving support for small businesses.
Shift of transactions to remote channels
Alpha Bank said its customer service centre and remote branch model will take on a larger share of daily transactions, allowing branches to focus more on relationship-building and business development.
Investment in branches and staff
The bank said the initiative includes significant investment in the branch network and staff as part of efforts to strengthen customer relationships and deepen its presence in local communities.
How do you expect the changes to affect your interactions with Alpha Bank branches and remote services?