Interfacing complexity

An interesting example, which underscores the need for social interfaces to convey trust in mediated environments, is a current policy change by the Dutch Rabobank in Amsterdam. As is the case with all banks, more and more Rabobank Amsterdam offices have been closed since its customers have started doing their financial transactions increasingly by Internet. However, Rabo Amsterdam noticed that its relationship with its customers was changing because of this, and decided to start to re-open local offices again in different neighbourhoods. Customers are still encouraged to do their financial transactions online, but are also invited to come and talk about their financial situation in their local bank branch. In so doing, they hope to sell more products. They did not only decide to elaborate their online environment, they also decided to ameliorate their service by offering to be able to meet a bank person who can again interface the complex financial world to the customer.