For omni channel banking to succeed, financial institutions must pay equal attention to the digital and human sides of any operation. They need to use sales tools to respond to their customer’s needs, while personalising their digital touch points. They must ensure that any learnings about customer needs and digital behaviours are quickly digested to improve services, and make human interventions successful by providing the appropriate sales network capabilities.
Those that do will experience a significant uplift. Omni-channel banking is the future, and for some organisations that has already arrived. By creating, managing and optimising the end-to-end customer experience, people can switch seamlessly between digital and non-digital channels without loosing their way, nor loosing progress along the ‘path to purchase’. This is an imperative for banks, financial institutions and payment providers who want to stay market leaders, and stay ahead of the competition.
