Less check writing alongside growing use of self-service channels is eroding branch foot traffic like never before. It's no shocker that check volumes in the US have been declining for most of the last decade. What appears less well understood is the long-term effect of this decline and what community banks should do in response. With the expected growing use of these branch technologies, as branch transaction volumes decline, community banks will see declining loan and product sales under current face-to-face cross-sell and up-sell methods. Unless significant improvements in cross-sell ratios can be made, many retail-oriented banks could be looking at substantial revenue shortfalls. Customer relationship management (CRM) systems linked into each customer delivery channel and the customer information file will become a standard competitive necessity for all institutions, regardless of size or market. The basic idea with CRM is to gather useful information on each customer, make product suggestions based on the unique needs of each customer and keep track of what has been offered.