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Key Responsibilities and Required Skills for a Retail Services Officer

💰 $45,000 - $70,000

BankingFinanceCustomer ServiceSales

🎯 Role Definition

As a Retail Services Officer, you are the face of our institution and a pivotal driver of branch success. This role is a unique blend of high-touch customer service, proactive sales, and operational excellence. You will be responsible for fostering deep, lasting relationships with clients by understanding their complete financial picture and recommending personalized banking solutions to help them achieve their goals. Success in this position means not only meeting and exceeding sales targets but also acting as a trusted financial partner for our community, ensuring every customer interaction is a positive and productive one. You will handle a wide range of responsibilities, from processing complex transactions and opening new accounts to originating consumer loans and supporting digital banking adoption.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Universal Banker or Personal Banker
  • Senior Bank Teller with sales experience
  • Customer Service or Retail Sales Associate (with a strong interest in finance)

Advancement To:

  • Assistant Branch Manager or Branch Manager
  • Licensed Financial Advisor or Investment Representative (with required certifications)
  • Mortgage Loan Officer or Business Banking Specialist

Lateral Moves:

  • Branch Operations Specialist
  • Treasury Management Support
  • Compliance or Audit Associate

Core Responsibilities

Primary Functions

  • Proactively engage with new and existing customers to build rapport and conduct comprehensive, needs-based conversations to identify their short-term and long-term financial goals.
  • Originate, process, and close consumer loan applications, including personal loans, auto loans, and home equity lines of credit (HELOCs), ensuring all documentation is complete and compliant.
  • Recommend and open a wide array of retail banking products and services, such as checking and savings accounts, certificates of deposit (CDs), credit cards, and money market accounts.
  • Master and demonstrate our digital banking solutions, actively educating and assisting customers with online banking, mobile deposit, and other self-service technologies to enhance their experience.
  • Achieve or exceed individual and branch sales goals through effective cross-selling, lead generation, and by referring clients to partners in mortgage, investments, and business banking.
  • Provide exceptional customer service by handling complex inquiries, resolving client issues with a sense of urgency and professionalism, and taking ownership of the customer experience from start to finish.
  • Maintain a high degree of accuracy in processing transactions, including deposits, withdrawals, loan payments, and wire transfers, while adhering to all operational procedures.
  • Ensure strict adherence to all bank policies, procedures, and regulatory requirements, including the Bank Secrecy Act (BSA), Anti-Money Laundering (AML), and other compliance mandates.
  • Develop and maintain a strong working knowledge of all retail products, services, current promotions, and associated banking regulations to provide accurate and effective guidance to clients.
  • Actively manage a portfolio of assigned clients, conducting regular financial check-ins and follow-ups to identify new opportunities and deepen existing relationships.
  • Perform account maintenance duties, including address changes, debit card issuance, and updates to account ownership, ensuring data integrity and security.
  • Function as a key holder, assisting with daily branch opening and closing procedures, including vault management and balancing of branch cash.
  • Onboard new clients by providing a thorough orientation of our services, setting up their accounts for success, and establishing a foundation for a long-term banking relationship.
  • Generate qualified referrals for more complex financial needs, including wealth management, treasury services, and commercial lending, by collaborating effectively with internal partners.

Secondary Functions

  • Actively participate in community events, local business association meetings, and financial literacy workshops to promote the bank's brand and generate new business leads.
  • Assist the Branch Manager in training and mentoring new tellers and junior banking officers on products, sales techniques, and operational procedures.
  • Support branch operational audits and reviews by preparing required documentation and ensuring all processes are compliant with internal standards.
  • Contribute to branch-level business development activities, including outbound calling campaigns, networking, and following up on marketing leads.
  • Assist with maintaining branch appearance and merchandising, ensuring that marketing materials are current, compliant, and professionally displayed.
  • Serve as a subject matter expert for specific product lines or services, providing support and guidance to colleagues within the branch and market.

Required Skills & Competencies

Hard Skills (Technical)

  • Financial Product Knowledge: Deep understanding of retail deposit accounts, consumer loan products (auto, personal, home equity), credit cards, and basic investment principles.
  • Sales & Cross-Selling: Proven ability to identify customer needs and effectively recommend and sell appropriate financial solutions to meet sales targets.
  • Loan Origination: Experience with taking and processing consumer loan applications using industry-standard software and platforms.
  • Cash Handling & Balancing: High level of accuracy in managing a cash drawer, processing transactions, and performing daily balancing procedures.
  • Regulatory Compliance: Working knowledge of key banking regulations, including Bank Secrecy Act (BSA), AML, Regulation CC, and Fair Lending laws.
  • CRM Software Proficiency: Experience using Customer Relationship Management (CRM) systems like Salesforce to manage client relationships and track sales activities.
  • Digital Fluency: Comfortable using and demonstrating digital tools, including online banking platforms, mobile apps, and video conferencing.

Soft Skills

  • Interpersonal & Communication Skills: Exceptional ability to build trust, communicate complex information clearly, and engage professionally with a diverse client base.
  • Customer-Centric Mindset: A genuine passion for helping people and a commitment to delivering an outstanding customer experience.
  • Problem-Solving: Strong analytical and critical-thinking skills to effectively resolve customer issues and navigate complex situations.
  • Goal-Oriented & Self-Motivated: A results-driven professional who thrives on achieving and exceeding individual and team performance metrics.
  • Attention to Detail: Meticulous approach to handling transactions, paperwork, and client information to ensure accuracy and compliance.
  • Adaptability: Ability to thrive in a fast-paced, dynamic environment and adapt to changing priorities, technologies, and customer needs.

Education & Experience

Educational Background

Minimum Education:

  • High School Diploma or GED.

Preferred Education:

  • Associate's or Bachelor's Degree.

Relevant Fields of Study:

  • Finance
  • Business Administration
  • Economics
  • Marketing

Experience Requirements

Typical Experience Range: 2-5 years of experience in a customer-facing role within the banking, financial services, or retail sales industry.

Preferred:

  • 2+ years in a Personal Banker, Universal Banker, or similar role with a documented record of meeting and exceeding sales goals.
  • Active NMLS (Nationwide Multistate Licensing System & Registry) registration is highly preferred or must be obtained upon hire.
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