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With the digitalization of retail banking, the role of face-to-face customer contact in the banking model of the future is changing. Understanding the trends shaping the market and how retail banks themselves are viewing these changes is essential.


  • Many banks are at the start of their branch transformation journey, and customer servicing in branches is an investment priority in most areas.

Features and Benefits

  • Understand what the banks are viewing as key current and emerging challenges in their branches.
  • Discover the key areas in which banks are planning to invest in their branches.
  • Learn how digitalization is changing the role of branches, and discover an approach to branch transformation taken by an innovative bank.

Key questions answered

  • How do banks around the world view the strategic objectives of branches?
  • Where are banks going to focus their investments in branches?
  • What will the role of branches be in the bank business models of the future?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for enterprises
  • Recommendations for vendors

Branch transformation is driven by the continuing digitalization of banking

  • Renewed interest in revenue growth and the customer is driving banks’ IT investment in the front office
  • Branches are facing an existential crisis as low-intensity transactions move to digital channels

Branch transformation projects are at an early phase in the majority of banks

  • Most banks are only starting branch network transformation
  • The need for the role of branch staff to change presents challenges for banks
  • Banks are looking to invest in customer servicing technology and self-service technology

Enhanced digital service delivery is driving branch IT investment

  • The move towards omnichannel creates the need to improve the customer experience in the branch


  • Methodology
  • Further reading
  • Author

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