Goodbye, Channel Strategy… Hello, Customer Experience
So you have an omnichannel strategy? That’s great. But in today's financial industry, a channel strategy alone is missing the mark.
It’s all about customer experience now; as it should be. And customers don’t seem to care that much about channel. They just want a personal, frictionless experience.
Omnichannel refers to the integration of digital channels within the customer journey. Ideally, consumers can move from a laptop to a mobile device to a call-center representative with zero disruption in their service. But the ultimate goal should always be to create an exceptional customer experience. And the industry often relies on technology to achieve this.
Fintechs and startups tend to have an advantage when it comes to cutting edge technology offerings for consumers – cue mobile devices and apps for everything from one-click purchases to P2P payments.
These modern, millennial-targeting organizations are driving the disruption today and forcing everyone in the payments space to keep up or be run over. But even though financial institutions must have top-notch technology channels and offerings to stay relevant, that alone won't provide the experience customers want.
Because problems can arise when the technology behind the channels breaks down or clashes with how customers want to use them – when there are limits to mobile app functionality or confusion on a website. That's when financial institutions can step in to solve problems with the human channel and ensure that the experience consumers expect in every area of their lives is consistent in their banking, too.
And that's when an omnichannel strategy really becomes an omnichannel experience.
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