Bank customers continue to seek the human touch provided by bank branches, according to a survey by Protiviti, a global consulting firm based in Menlo Park, California. The survey, released late last year, found that 84 percent of bank customers visit their branches at least once a month.
“Our survey suggests that in the mind of the customer, the branch continues to be the place where their money lives, while the web and mobile are applications that direct the movement of that money,” Jason Goldberg, a director in Protiviti’s business performance improvement practice, said in a news release. Protiviti is a subsidiary of Robert Half International.
The survey, “Bricks & Clicks — Consumer Preferences on Retail Banking & Payments,” said that customers were moving from “multichannel” banking (options from which customers could choose one) to “omnichannel” banking (customers using multiple options).
“Our survey results show no negative correlation between frequency of branch visits and web and mobile banking use, except for the predictable spike in electronic check deposits for respondents who indicated that they never visit a branch,” the report said.
(Related: Online Banking Rises in Use, but Arkansas Branches Remain Important)