How Spanish Banking Customers Use Different Channels, 2015

Banking channel use in Spain is changing as customers increasingly use online and mobile banking to manage their financial lives. Although digital banking use is increasing, human contact remains important to the relationship that Spanish customers have with their banks, and branches remain an important touchpoint used by many customers to manage their finances. eBusiness and channel strategy executives at Spanish banks need to integrate digital and human touchpoints to deliver a new generation of digital banking. They should continue right-channeling customer interactions, make better use of digital touchpoints to enhance customer engagement and drive sales, and turn branches and contact centers into sales and advice hubs.