You can imagine why that would be true. If the customers are satisfied, then they are more inclined to listen to what the bank s salespeople are offering. Another goal of retail banks these days is migration to new technologies, i.e., encouraging customers to conduct their banking transactions more efficiently, such as choosing the ATM rather than standing in line for a teller. One very rough measure of migration is to look at what proportion of deposits mainly checks at the branch are fed into the ATM rather than taken through the teller line, Hunter says. It s usually under 50 percent and can easily be as low as 25 percent.
Some people just don t trust machines.
Banks are also very interested in ratcheting up their telephone call center capabilities, Hunter adds. It s much more efficient for requests to go through the call centers where hundreds of employees have been hired specifically to answer these kinds of questions. The Wharton School of the University of Pennsylvania . All rights reserved.