How Italian Banking Customers Use Different Channels, 2011

The use of digital banking channels has grown rapidly in Italy, which has the highest mobile banking adoption in Europe — while the growth of branch use has come to a halt. Channel strategy executives at Italian banks face a growing group of younger, higher-potential customers who primarily bank via digital channels, while the branch is becoming a service center for older customers. With in-person contact remaining a key element in many customers' bank relationships, eBusiness and channel strategy executives need to integrate traditional and new banking channels by right-channeling routine interactions to self-service channels, turning branches into modern advice centers, driving online sales by integrating the Web with human channels, and building on the momentum of mobile banking with mobile money management, marketing, and sales.