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11 July 2013

Comments

  • [...] our clients along their journey through our research, insights, and networking events. Dan in his recent blog post summarized our NYC event on Omni-Channel Delivery. We will also be hosting a banking roundtable [...]

  • This is a great post. As an industry, if we can move away from thinking about specific channels and instead focus on defined customer journeys and interactions - then I think more coherent omni-channel experiences will emerge. Exactly as you say - this will require structural changes in banks to mitigate existing channel silos.

    Sales journeys in particular could benefit from this approach. I think is it fascinating how top banks, like Lloyds in the UK are already driving 25% of their retail sales by volume from their digital channels. This proves the potential. Four years ago as a bank's eChannels product manager, I commissioned research on mortgage sales. This research showed how customers want to be able to research online, consult a salesperson face to face, apply online, ask questions over the phone and receive SMS status updates.

    If banks enable the right processes, for the right customers, via the right channels or devices - then I believe they will see improved sales pipelines, reduce application drop-out rates and higher returns.