Trends Report

How Spanish Banking Customers Use Different Channels, 2011

October 31st, 2011
With contributors:
Vanessa Niemeyer, Ph.D. , Amelia Martland , Myriam Da Costa


Spanish banks have been at the forefront of banking innovation in Europe, yet customer behavior in Spain has been slow to change. Spanish customers are more likely than customers almost anywhere in Western Europe to use traditional channels like branches, but their behavior is finally changing. Online banking is growing steadily, and finally branch usage is declining. However, too many customers continue to use branches for routine interactions that could be done through self-service channels. eBusiness and channel strategy professionals at Spanish banks should continue to innovate, while increasing their efforts to migrate routine interactions to low-cost self-service channels.

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