It might be time to retire the term “bankers’ hours.”

Regions Bank announced Friday that customers are now able to tell bankers when and where they’d like to meet, either in-person or over the phone.  Later this year, customers will be able to use this tool, called Online Appointment Setting, on their mobile devices as well. The service works for both existing and prospective customers.

This is a win for customers in terms of convenience, and for the bank because it allows for more efficient allocation of resources.

If meetings could take place online via video chat or text chat, that would increase its utility for consumers, some of whom may be branch-averse. But more importantly, this will allow Regions to plan its branch network more precisely. When the service catches on, the bank will know which branches are the most effective and for what type of customer.

Users access the tool through the online banking portal and select the time and branch where they wish to meet. Customers can also make an appointment over the phone or in the branch, if they happen to be there.

“Regions’ new appointment setting feature puts more convenience and access to our bankers in the hands of those who need it – our customers,” said Scott Peters, head of Regions Consumer Services, in a press release.

Jim Marous, SVP of corporate development at New Control, emphasized that this is an iterative step for Regions and not the endpoint. He also tied the ability to make appointments to Amazon’s new MayDay button functionality as part of the move toward 24/7 realtime service. “The retail industry is setting the tone to what banking has to move toward,” he told Bank Innovation.

This service makes sense for the busy customer of 2013, err, 2014. But the added convenience may not add up to increased customer love for Regions. After all, we also make appointments with dentists.