Multi for Omni
(R)evolution in banking.
Traditional client services in bank branches have in recent years been expanded to include new technologies as they have emerged. Banks have typically added new access channels to complement the traditional branch services thereby creating multichannel solutions in which channels have operated independently of each other, based on their own processes.
And while these alternative channels were of secondary importance to the client this tactical approach to building service was acceptable. But once the alternative channels turn into primary channels of client choice, then this multichannel strategy ceases to be satisfy the client’s needs. To meet current and future client expectations an environment needs to be built that ensures a uniform and consistent level of customer service - an omnichannel environment.
Communication with the bank is coherent and consistent.
The emergence and increasing popularity of mobile devices such as smartphones and tablets has created a new challenge for banks: to provide services to clients by means of devices furnished with a small touchscreen. At the same time, clients are expecting the bank to provide the same functionality, and the same logic and intuitiveness, regardless of whether they are using a smartphone, tablet, or desktop PC.
The new approach.
Banks now face the challenge of meeting the various, and often contradictory needs of its users without personal intervention.
As client loyalty decreases due to the virtualization of services, banks are forced to promptly respond to the changing market environment by launching new and modifying existing services.
94% of directors in large banks believe that Omnichannel is an important tool to maintain customers' loyalty.
What is Omnichannel Banking?
Omnichannel is a strategy that integrates all channels of communication between a bank and its clients into a single and coherent environment.
Unlike multichannel-type solutions, the omnichannel approach allows the client to use the service / channel and client of choice to initiate, continue and complete a transaction or process with complete system integration.
Communication with the bank is coherent and consistent. For example, there is no longer the frustrating need to reject the same bank offer in each of the channels of communication. Client actions executed in one channel are immediately visible in others, both for the client and bank employees. All clients are different and with a human interface, as in the past, a bank could easily adapt to the needs and sensitives of all clients. However as clients become users it is now the role of the bank's systems to be accommodating enough to satisfy these varying needs. The very same thing that is simple and clear for one person may prove to be complicated and difficult for another.
What one regard as an absolutely indispensable piece of functionality may for others be an unnecessary feature which only complicates the system. Banks now face the challenge of meeting the various, and often contradictory needs of its clients-users without personal intervention.
As client loyalty decreases due to the virtualization of services, banks are forced to promptly respond to the changing market environment by launching new and modifying existing services. Hence, while the solutions developed must be light and open, they also need to be highly complex due to the elaborate functionalities they are required to support.
With this solution, banks will be able to offer financial products that the customer actually thinks about and needs. In addition, financial institutions are gaining a valuable tool for creating intelligent user preferences and improving their experiences (UX). The use of omnichannel strategy leads, through customer satisfaction, to maintaining the loyalty of existing and acquiring new customers, which will provide competitive advantage.
To the year 2016, customers will communicate with their banks:
Phone: 20-30 times/month
Computer/tablet: 7-10 times/month
Local office: 1-2 times/year
One solution, many benefits
Reduced maintenance costs of online and mobile banking systems thanks to the elimination of separate solutions for individual types, brands or versions of devices.
Clients can easily use the online and mobile banking services offered by the bank, as there is one coherent environment, whatever the device.
Quick response to client needs in terms of creating new products and optimization of existing service processes.
Asseco for Omnichannel
To address the new needs of modern financial institutions, Asseco, as the leader in IT solutions for the banking sector, has a package of innovative solutions to support the omnichannel strategy.
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Customer Banking Platform
Coherent solution allowing bank clients to use online and mobile banking services.
Universal Front End
Uniform work environment for bank consultants to handle omnichannel client service processes.
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