How Italian Banking Customers Use Different Channels

June 1st, 2009

Vanessa Niemeyer, Ph.D.

With contributors:

Benjamin Ensor , Alexander Hesse , Courtney Tincher

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.

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