No progress is the same as going back. This could be the motto of the sector when it comes to multi-channel, which is that the Bank has committed from the outset by the use of new technologies as a vehicle for, at first, giving customers the service they demanded and, in time, also exploit the commercial potential of these tools.
Thus, from the first ATM, established for over 40 years, to the still nascent m-commerce via smartphones, have moved channels such as telephone or electronic, under the premise of “open 24 hours wherever you are” represent an accurate response to the needs of a society that demands information, agility, flexibility and, why not say, not having to go to the office.
Now if someone has thought at some point that the other channels would close offices forever, do not be fooled. The data show that approximately 80% of sales are still being made in the office, that older adults are reluctant to be “multichanneled” and that even younger adults prefer to go to the office when the matter is of some importance.
The truth is that the sector has been able to provide the multi-channel space and the necessary strategic importance, however, remains to be done a number of challenges that are facing different entities and unevenly:
- Integrate channels together in a complete and seamless, eliminating silos created over time to manage certain channels or products so that all customer information flow, is processed and translated into business opportunities.
- Overcome the natural resistance of the commercial network these remote channels, identified as a threat to their jobs. While it is true that customers reduced their branch, the “hole” left results in time for higher value tasks such as managing client portfolios, look for potential and, ultimately, be more proactive commercially.
- Putting the service of a multi-channel customer experience improved. That the client can interact with the bank when and where suits you and as always with the same guarantees, that is, without losing quality of service, ease of use and access.
Having reached the point where the channel change is natural and the body is perfectly able to identify what each customer likes to learn, how to resolve your concerns and what to buy, it will be easier to focus marketing efforts, be more efficient and ultimately achieve greater penetration in the portfolios.