How do I choose where to test technology? (Part 2)
After assessing consumer preferences across the market, it’s important to investigate how existing customers are currently transacting with the bank’s available distribution channels.
Do customers rely exclusively on the teller line?
Do they engage through the ATM, online, and mobile banking channels?
Do customers who transact at different branches behave similarly in their transactions and channel use?
Does one branch stand out as one at which customers rely more heavily on self-service options?
The answers to these questions will further narrow the focus on the best candidate branches for testing an in-branch self-service solution.