Consumers still turning to branches to open new accounts

When it comes to opening new accounts, consumers still tend to trust the branch over digital channels, according to a new study from Forrester Research. It turns out that while the digital channels remain important, the ongoing importance of a human touch cannot be ignored.

Seventy-one percent of U.S. adults who regularly use the Internet still go to a branch when opening a new checking account, the Forrester study observed. For savings accounts, 64{91edff4ab0179c213d4d62ccb73735ad51d636906a6f58336791bd911b76df7b} go to a branch, while 53{91edff4ab0179c213d4d62ccb73735ad51d636906a6f58336791bd911b76df7b} open certificates of deposit at branches.

Key Takeaway: Without a doubt, credit unions of the future will only prosper with human touch member service.