The changing role of the branch office in supporting brand image and customer loyalty

Date of publication: February 1, 2005

Author: Nino DeNicola

Abstract:

This paper discusses how the role of the branch office needs to be recast in order 1) to complement, not compete with, electronically delivered services; and 2) to better support the significant number of self-directed investors, including a growing high net-worth self-directed segment. Opportunities for change are described along several key dimensions- physical/functional aspects, general ambience, services provided, and personal and professional style of representatives- all with a view not only to achieving better integration of the company's in-person, telephone, and online services overall, but also clarifying and enhancing the role of the branch in its own right.

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