Greek lender Alpha Bank has 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 represents a strategic shift in retail banking, designed to better align services with customer needs while enhancing its commercial approach.

As part of the changes, Alpha Bank said that it is strengthening the role of its retail strategies general division, with the aim of developing innovative commercial offerings and improving support for its branch network.

The lender explained that 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 repositions the branch network at the core of the bank’s commercial activity, while also upgrading the role of staff as advisors providing personalised financial guidance to customers.

Under the plan, the bank is introducing a new network structure, consisting of five new directorates and 25 regions, in a move intended to strengthen support for branches and expand commercial potential nationwide.

Branches will be transformed from transaction points into advisory and development centres, offering more direct, efficient and tailored services, while also improving support for small businesses.

At the same time, Alpha Bank is said that it centralising its commercial planning through retail strategies, enabling more targeted proposals based on customer segments and needs.

The bank added that its customer service centre and the remote branch model will take on a larger share of daily transactions, allowing branches to focus more on relationship-building and business development.

The initiative includes a significant investment in the branch network and staff, reflecting the bank’s effort to strengthen customer relationships and deepen its presence in local communities.

Alpha Bank said the transformation also places emphasis on its workforce, introducing expanded opportunities for career progression and internal mobility, particularly for employees within the network.

This will be supported by an extensive programme of continuous training aimed at enhancing advisory skills and professional development.

The bank stated that these changes are already delivering a measurable improvement in customer experience, supported by practical interventions in day-to-day service.

Among these, the introduction of contactless ATM transactions is expected to provide faster and simpler service for customers.

“With the new retail banking model we invest in our people, giving them enhanced responsibilities and real opportunities for development so that they can respond immediately and effectively to customer needs,” said Alpha Bank Group chief executive Vassilis Psaltis.

“Our goal is clear, to highlight our branches as hubs of growth in the local economy and ultimately to transform this investment in the regions and our people into a meaningful investment in the customer,” he added.