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Rick Parsons' big challenge. (will try to get NationsBank customers to increase use of...

NationsBank Corp.'s new czar for direct banking is Rick Parsons, who previously ran its consumer banking operations in Texas. Parsons will supervise the company's overall retail banking strategy, including its automated teller machine business and its home banking products.

While Parson's assignment is simple enough in concept, its execution will be anything but. All he has to do is figure out a way to get NationsBank customers to use PCs and debit cards more, and checks and branches less. Along with that, he also has to increase revenues, control the costs tied to the bra

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