Using Intelligent Queue Management to Elevate In-Branch Banking Experience

Introduction

A leading banking institution in Latin America, with an extensive branch network and a strong service-oriented culture, sought to elevate the quality of its in-branch customer experience. Operating in a highly competitive financial services environment and serving a diverse customer base that included high-value segments, the bank aimed to balance operational efficiency, personalized service, and positive customer perception. Its goal was not only to streamline service delivery, but to fundamentally improve how customers experienced their first moments inside the branch.

The challenge

During the first half of 2025, the bank identified several operational and experience-related pain points that limited its ability to deliver consistent, high-quality service. One of the most pressing issues was the management of queues across different customer segments. The institution needed a way to prioritize high-value customers without creating friction, complexity, or perceived unfairness among other visitors.

Branch staff relied heavily on manual processes to organize and prioritize service, which increased operational burden and introduced variability in how customers were treated. Additionally, leadership lacked real-time visibility into how changes in queue management were affecting customer perception and service performance.

Beyond wait times alone, the bank recognized that the experience began the moment a customer entered the branch. The existing system did not provide enough structure, clarity, or intelligence to guide customers smoothly through their journey from arrival to service.

The solution

To address these challenges, the bank implemented an intelligent queue automation initiative powered by ACF Technologies’ Q-Flow platform.

At the core of the solution was an automated rules-based system integrated with Q-Flow that dynamically managed customer flow. This system enabled the bank to prioritize service based on customer segmentation from the moment of arrival, eliminating the need for manual intervention by branch staff.

The new approach created a clearer, more guided experience for customers as they entered the branch, checked in, and waited for service. By embedding intelligence into the queue itself, the bank shifted from reactive management to proactive orchestration of customer flow.

The implementation also enabled the collection of comparative data before and after deployment, giving leadership the ability to analyze the impact of the changes with greater precision. This data-driven approach strengthened both operational decision-making and confidence in the transformation effort.

Integration and Key Improvements

01 Automated prioritization of high-value customers:

The system dynamically identified and prioritized high-value clients upon arrival, ensuring they received faster and more tailored service without requiring manual staff intervention. This improved both efficiency and perceived fairness in the branch.

02 Dynamic queue ordering without manual processes:

By replacing manual sorting with automated rules, staff could focus on serving customers rather than managing lines. This reduced operational complexity and minimized inconsistencies in service delivery.

03 Clearer and more guided customer experience:

From entry to service, customers experienced a more structured and transparent process, reducing confusion and anxiety during wait times.

04 Real-time data and visibility into impact:

The integration enabled the bank to compare performance and customer perception before and after implementation, providing leadership with actionable insights into what was working and where further improvements were needed.

05 Intelligent technology-driven queue management:

By allowing Q-Flow to “own” the queue through automation and intelligence, the bank improved both operational efficiency and overall service perception, particularly among its most valuable customers.

The results

The initiative produced clear and measurable outcomes that validated the bank’s investment in intelligent automation. Most notably, the Net Promoter Score for the Plus-High segment increased from 68.75 to 82.14, reflecting a significantly more positive perception of in-branch service.

Customers consistently reported experiencing faster, more personalized attention from the moment they entered the branch. The improved clarity of the process reduced uncertainty during wait times and created a more professional, organized atmosphere.

Operationally, the bank gained better visibility into peak periods and identified new opportunities for further optimization, including reducing wait times during high-demand hours and expanding options for service outside the branch.

Perhaps equally important, the initiative strengthened internal alignment among staff and leadership. The results demonstrated that technology could meaningfully enhance both customer experience and operational performance, reinforcing confidence in continued digital transformation.

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Client feedback

"Congratulations to the queue management team on this very significant achievement for our in-branch customer experience. We know we are still in a process of stabilization and continuous improvement, but seeing these results motivates us and confirms that, as a team, we are on the right path."

Anonymous | Bank Branch Management | LATAM

A Better Overall Experience

By integrating intelligent queue management into daily operations, the bank transformed both the customer and staff experience in its branches. Processes became more predictable, consistent, and data-driven, reducing variability and uncertainty in service delivery.

For customers, the change meant smoother journeys, clearer expectations, and a stronger sense that their time and loyalty were valued. For staff, it meant less manual effort, greater clarity in workflows, and the ability to focus on meaningful interactions rather than administrative tasks.

Over the long term, this shift toward intelligent automation positioned the bank to continuously refine its service model, adapt to changing customer needs, and sustain a higher standard of operational excellence across its branch network.