For eBusiness & Channel Strategy Professionals

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	June 1, 2009 How Italian Banking Customers Use Different Channels by Vanessa Niemeyer, Ph.D. with Benjamin Ensor, Alexander Hesse, Courtney Tincher

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Executive Summary

Italian banking customers' channel use differs from that of most other Western Europeans. While customers elsewhere in Europe migrate from the branch to the Web, branch use in Italy keeps growing and online banking use remains low. eBusiness and channel strategy executives in Italian banks should take steps to right-channel routine interactions to the Web and other self-service channels and develop the role of the branches as advice centers.

This is an excerpt

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