Working Paper #5: Impacting The Customer Experience At A Bank Branch Through A

Working Paper #5: Impacting The Customer Experience At A Bank Branch Through A Digital Communications Network

Published Date: June 2006

Published By: Platt Retail Institute, L.L.C.

Page Count: 33

Order Code: R693-7

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The retail banking business is extremely competitive. Compounding this, consumers consider banking products and services to be commoditized offerings. Due to the competitive nature of the industry on the one hand, and the homogenized view of its product and service offerings on the other, retail banks are challenged to develop meaningful marketing activities to ensure new customer acquisition and to sell additional, higher margin products and services to current clients.

In this Working Paper, the attributes of a branch DCN are detailed. The significance of the branch and the importance of enhancing the customer experience therein is also addressed. In addition, the major benefits to be derived from a branch DCN are delineated. Concepts relative to measuring the effectiveness of a bank DCN are also advanced.

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