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In order to make the most of the branch channel, banks must excel in areas considered to be among the most important to customers. Aite examines the current state of top North American branch networks. The report, based on a survey of 14 of the top 100 North American banks by number of checking accounts, provides insight into the focus, challenges, expectations & areas in need of improvement within bank branches. It looks at areas of expected growth, including how internal improvement may aid the branch channel over the next 24 months. In recent years, online & mobile banking channels have seen significant growth that could theoretically lessen the importance of the bank branch. While the branch channel does have challenges that didn’t exist just a few years back, many in the banking industry still view this channel as the cornerstone of the retail bank. In order to make the most of the branch channel, banks must excel in areas considered to be among the most important to customers. These include providing convenient hours, enabling efficient transactions, & the ability to evaluate customer needs & recommend appropriate products. ‘With banks competing for the same customer segments at the branch, convenience, products & differentiation in service are ways in which some banks are trying to grow the branch channel,’ says Kate Monahan, Aite. ‘To continue to do so, banks will need to keep focus on targeted customer segments, develop in-depth knowledge of these segments, provide convenient & high-quality service, and, when there is a gap between customer expectations & their ability to deliver, find ways to improve & implement the changes needed to close the gaps.’