IMPACTING THE CUSTOMER EXPERIENCE AT A
BANK BRANCH THROUGH A DIGITAL COMMUNICATIONS NETWORK
In this Working Paper, we detail the attributes of a branch DCN. The significance of
the branch and the importance of enhancing the customer experience therein is also
addressed. In addition, we delineate the major benefits to be derived from a branch
DCN. Finally, concepts relative to measuring the effectiveness of a bank DCN are
advanced.
This Working Paper contributes to the study of implementing a DCN in a bank branch
in the following ways:
1. The positive impact on the customer branch experience resulting from a DCN
is detailed.
2. We demonstrate that banks tend to under-invest in consumer facing
information technologies. Further, we illustrate that banks overspend on traditional
forms of mass advertising. As a result, we advance that banks should redirect capital
into branch DCNs.
3. We detail the significant benefits that can be realized by a bank from the
deployment of a DCN.
Table of Contents (click here)
Sponsors: Digital Retailing Expo 2006, Digital View Inc., Diversified Media Group,
GlobeCast, NEC Display Solutions, POPAI, Reflect Systems, VideoMining, The
Center for Retailing Education and Research at the University of Florida, and The
JCPenney Center for Retail Excellence at Southern Methodist University.
BANK BRANCH THROUGH A DIGITAL COMMUNICATIONS NETWORK
In this Working Paper, we detail the attributes of a branch DCN. The significance of
the branch and the importance of enhancing the customer experience therein is also
addressed. In addition, we delineate the major benefits to be derived from a branch
DCN. Finally, concepts relative to measuring the effectiveness of a bank DCN are
advanced.
This Working Paper contributes to the study of implementing a DCN in a bank branch
in the following ways:
1. The positive impact on the customer branch experience resulting from a DCN
is detailed.
2. We demonstrate that banks tend to under-invest in consumer facing
information technologies. Further, we illustrate that banks overspend on traditional
forms of mass advertising. As a result, we advance that banks should redirect capital
into branch DCNs.
3. We detail the significant benefits that can be realized by a bank from the
deployment of a DCN.
Table of Contents (click here)
Sponsors: Digital Retailing Expo 2006, Digital View Inc., Diversified Media Group,
GlobeCast, NEC Display Solutions, POPAI, Reflect Systems, VideoMining, The
Center for Retailing Education and Research at the University of Florida, and The
JCPenney Center for Retail Excellence at Southern Methodist University.
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