For eBusiness & Channel Strategy Professionals

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	May 27, 2009 How Swedish Banking Customers Use Different Channels by Alexander Hesse with Benjamin Ensor, Vanessa Niemeyer, Ph.D., Courtney Tincher	Average: 10  (2 ratings)

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Executive Summary

With only 12% of Swedish banking customers using branches, Sweden has the lowest branch use in Europe. Swedish banks have successfully migrated the majority of their customers to ATMs and online banking — 83% and 71%, respectively. When they move customers to low-cost channels for transactions, Swedish banks free up more costly channels like branches for sales activities. As a result, today's branch users tend to be wealthier customers who need advice. Swedish eBusiness and channel strategy executives need to use the Net as a direct sales channel for less complex products and as a lead generator to drive customers to branches for more complex products.

This is an excerpt

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