Trends Report

European Banking Customers Continue Migrating Away From The Branch

Branches Are Losing Their Role As The Heart Of The Customer Relationship

October 28th, 2009
Alexander Hesse
With contributors:
Benjamin Ensor , Courtney Tincher


The number of consumers visiting branches each month is falling slowly but steadily across Europe. Branch users tend to be lower-value customers who use branches mainly for day-to-day transactions like depositing and withdrawing money. Although online bankers have stopped using branches for most routine tasks, they continue visiting branches for high-value tasks like researching and buying banking products. The role of branches is changing from the main banking channel into a supportive channel for sales and advice. To optimize branch distribution, channel executives should change opening hours, make it easy to set up branch appointments online, encourage high-value customers to come to the branch, and use technology to make branch visits more relevant.

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