One personal advantage is that the Internet never sleeps. You have 24/7 coverage at minimal additional expense.
Customers can check balances, view rates, have questions answered, get directions to the branches, see the great work the bank is doing in the community, determine if there are job openings, get forms, switch balances to cover checks, apply for loans, get electronic statements and check copies, investor information, important phone numbers, etc. These could be done from anywhere, including away from town if they are on vacation.
Just look at some of your competitors to see what their customers can do that your's can't.
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Integrity. With it, nothing else matters. Without it, nothing else matters.