Alpha Bank announced changes to its retail banking model, restructuring branch operations and service delivery. The update focuses on customer service, branch roles, and integration of digital tools.

Strategic Overhaul Of Banking Services

The changes reflect a shift in how retail banking services are organized and delivered. Alpha Bank said it is strengthening its retail strategies division to coordinate commercial activity and support its branch network. The model is designed to align services with changing customer needs and improve product delivery.

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Revitalizing The Branch Network

Branches are being repositioned from transaction-focused locations to advisory and business-development centres. The new structure includes five directorates and 25 regional units, aimed at improving local coverage and coordination. The approach is intended to increase customer engagement and support regional economic activity.

Empowering Clients And Advancing Technology

The bank is expanding the role of branch staff in advisory services and centralizing commercial planning. Digital tools are being integrated to support remote services and improve efficiency. These include contactless ATM transactions and other features designed to reduce processing time and support customer interaction.

Committing To Excellence And Development

The transformation includes investment in employee training and development. CEO Vassilis Psaltis said the changes aim to expand staff responsibilities and improve response to customer needs. He added that the updated model positions branches as part of local economic activity while supporting customer service.