Most banks face challenges directly related to customer expectations, largely fueled by industries outside of financial services. Today’s consumers demand the same experience and level of functionality offered by everything from larger retail outlets to local fast-food restaurants.
While consumers increasingly prefer the digital channel, they remain committed to human connection with their financial institutions. Around 90 percent of consumers who visited branches before the COVID pandemic still do so today, though less frequently. Having limited opportunities for personal interaction requires bankers to fully leverage each visit by delivering exceptional service.
The branch’s role has typically been transactional, but technology has driven many of these tasks to the digital channel. This digitalization enables bankers to offer more complex services, including financial advice and consulting, complex lending, and fraud inquiry and mitigation. This scenario has led to bankers becoming experts in their digital delivery channels. Bankers becoming attuned to their digital services ultimately leads to better customer service.
When a customer chooses to visit a physical location, cross-channel insights and a comprehensive view of the customer empower bankers to meet unique needs and offer support effectively. For instance, if a customer schedules an appointment for a specific purpose, a banker can prepare targeted solutions.
Making the most of every customer interaction is crucial for banks as customer face-to-face time decreases. Marketing optimization using automation and banker engagement offers the best of both worlds. Automation allows banks to operate at scale, enhance efficiency, and assist customers at any point in their journey. This, coupled with human touch, serves to elevate the digital-only experience and is proven to benefit customers and bankers alike.
For more information download our white paper: "Innovation Drives Customer Engagement Best Practices."
