The customer journey is becoming increasingly complex, with numerous touchpoints from customer initiation to purchase conclusion. New channels, such as chat and video consulting solutions, are constantly establishing themselves. The key to success is to merge the digital and physical channels that previously existed side by side – with complete data integrity.
Omni-channel excellence is achieved by identifying, designing, and networking sales channels and customer touchpoints along the customer journey to ensure consistent user experience. The focus here is on the customer, whose perspective all banks should consistently adopt. While the online completion rate of intuitive banking products is continuously increasing, many customers do not want to do without personal contact at the branch when making complex and emotional financial decisions. Expanding online configuration and closing capabilities helps to successively carry personal customer relationships into the digital world. This can be achieved by convincing customers of the added value of digital solutions. Digital activation can make a significant contribution to increasing customer acceptance.
With the online branch, as a hybrid sales format, a bridge can be built between the physical and digital worlds. At the same time, jumping-off points are important to enable interaction with an advisor – at any time of the customer journey.
