A new research report released today by Coconut Software, in partnership with Future Branches Insights, uncovers a significant disconnect in the banking industry: while the vast majority of financial institutions believe they offer an integrated hybrid banking experience, very few have achieved true operational maturity. The report, titled Branch Forward: How Financial Institutions Are Investing in Technology, Scheduling, and the Future of CX, is based on a survey of 100 senior leaders from banks and credit unions across the U.S. and Canada.
According to the findings, 76% of respondents say they deliver an integrated hybrid banking experience, yet only 3% describe their maturity as truly "intelligent" or "optimized." This gap between perception and reality is further underscored by the fact that 61% of institutions frequently struggle to forecast staffing requirements to meet customer demand, with an additional 38% experiencing this challenge occasionally. These numbers point to a critical operational gap as banks and credit unions strive to improve branch performance.
The report also highlights a surge in AI adoption as institutions attempt to bridge this gap. More than half (56%) of respondents are already implementing AI in specific departments or workflows, while 22% are scaling AI institution-wide. Looking ahead, over half have formal investment plans for AI-driven scheduling (58%), intelligent advisor matching (58%), and demand forecasting (53%) within the next 18 months. This suggests a clear recognition that AI is pivotal in addressing the operational deficiencies that hinder true hybrid maturity.
Beyond AI, the research reveals a fundamental shift in how scheduling is perceived. No longer just an operational function, scheduling is now seen as a revenue driver. 54% of respondents said that appointment conversion value, or revenue per appointment, is the scheduling metric they focus on most, and 38% ranked conversion optimization as their top business priority for the next 12 months. This evolution indicates that institutions are beginning to link scheduling directly to financial outcomes.
Additional findings include a preference for best-of-breed, integration-first vendor strategies (55%) over consolidation, and a strong emphasis on strategic alignment (65%) when funding new technology, with customer impact metrics like NPS and CSAT cited by 42%. Total cost of ownership is the most important factor in build-vs-buy decisions for 46% of respondents.
"Financial institutions have made significant progress connecting physical and digital banking, but the next stage of maturity isn't about adding more channels—it's about making every interaction more purposeful and productive," said Katherine Regnier, CEO of Coconut Software. "That requires institutions to better predict demand, connect the right people in the right place at the right time, and tie every interaction to clear outcomes. The institutions that solve that operational layer will be best positioned to turn hybrid banking into a true growth engine."
The report, designed for operations, retail banking, customer experience, and digital transformation leaders, offers data-backed insights into AI adoption, workforce planning, scheduling maturity, and technology investment. It is available for download at coconutsoftware.com, where institutions can benchmark their own approach to these critical areas.
