How Financial Institutions Can Elevate Customer Engagement in an Omni-Channel World

Customer engagement remains a top priority among financial institutions (FIs). In an Omni-delivery world, it’s crucial for FIs to deploy technology that can project empathy and connect with customers in meaningful ways. FIs can learn and understand customer needs by listening and then responding with engagement. Taking this approach makes customers feel heard while enhancing acquisition, relationship expansion, and customer experience.

Banks and other FIs can provide this level of engagement by implementing technology frameworks and analytics-based components, such as:

• An active website that listens to and gathers customer need information
• A multi-channel campaign strategy ensuring properly timed, relevant, and personal content
• Self-service, goal-centric financial planning tools with “what-if” scenario assistance
• Easy access to human assistance through appointment scheduling
  Seamless start-stop-resume Omni-channel fulfillment with data accelerators
• Intelligent surveys for customer feedback that can drive actionable, data-driven business decisions such as net promoter score metrics

Many banks have begun using solutions that derive customer needs from both online and in-person interactions at every step of their journey. However, knowledge without action results in a failure to meet customer needs.

For example, if a customer starts the process of opening an account online but doesn’t finish, banks can use solutions to create a retargeting plan offering help and encouraging them to complete the application. Moreover, banks can direct communication through the customer’s preferred channel, at the right time, without creating communication fatigue.

In another instance, a bank may use intelligent surveys to gather information regarding customer needs and satisfaction with products, services, and transactions. The bank can use customer engagement solutions to learn customer needs through these surveys and route them through automation or staff channels, meeting those needs with information or follow-up.

Listening and effectively engaging with customers throughout the customer journey in an Omni-delivery world is essential. Leveraging technology helps FIs meet customer needs and execute growth strategies.

For more information, download our interview: Unlocking the Competitive Advantages of Proactive Customer Engagement