Today’s connected customers demand services according to their individual preferences whenever, wherever and however they interact with brands - on their phones, on tablets, on social media, in branch, online, over text, the list goes on. And banking is no exception. Banks now need to learn from industries such as retail that greatly value customer experience. Traditionally banks have spent the majority of their efforts on transaction execution, a smaller part of the whole journey.
While digital banking has become the default for many customers, there are still those who value the personal touch. And even those who favor banking through an app often prefer personalized and human interactions for complex financial products. As banks continue to make progress in digitizing the customer experience, they must also remember that omnichannel includes the critical human side of the equation.
Customers expect seamless and consistent interactions regardless of the channel. Therefore, financial service providers need to ramp up their customer engagement strategies to deliver the most frictionless customer experience. To maximize sales, banks must effectively combine digital and human channels to create a seamless omnichannel offering.