Direction Series  New From Synergistics

Overview

Branches play a key role in the sales process, and there is a revived emphasis on transforming branches into powerful sales centers. The process of transforming transaction-based branches into sales centers can be complex. A primary objective of this report is to evaluate the role of the branch as a component of the delivery system and as an element in building customer relationships. [D63]

Strategic Questions

• What activities have customers done at their primary branch related to obtaining new accounts and services?
• What is the relationship between branch visits and new account opening?
• How does the branch compare to other channels as a preferred method for opening new accounts?
• How effective are branch-based cross-selling efforts?

List of Exhibits

1. Product Information Activities at Primary Branch
2. Recent Account Openings by Frequency of Branch Visits
3. Recent Accounts Obtained
4. Account Application Channels
5. Experience with Cross-Selling at Primary Branch by Frequency of Branch Visits
6. Summary of Cross-Selling Process in Primary Branch
7. Overall Frequency of Monthly Branch Visits
8. Average Branch Visits by Age
9. Average Branch Visits by Household Income
10. Monthly Frequency of Specific Types of Branch Visits