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Key Imperatives for Cutting-Edge Cross-Channel Banking
Aberdeen Group, April 2011, Pages: 14
Between January and March, 2011, Aberdeen surveyed 50 banking institutions regarding their channel integration strategies that facilitate a unified customer experience and cohesive view of the brand across all channels of sales and service (physical branch, Automated Teller Machine (ATM), online banking, call center, and mobile banking). Results indicate that, according to 67% of banks, the top motivator for this increased investment in cross-channel banking initiatives is the customer expectation for the same experience, irrespective of channel.
This Analyst Insight examines how banks are coordinating sales, marketing, operations, and back-end business processes across channels for creating a single-brand identity and unified customer experience.
Key benefits of this report:
- Develop Cross-Channel Customer Data
- Enable Customers to Use the Channel of Choice
- Better Manage Cross-Channel Operations
Aberdeen's Insights provide the analyst perspective of the research as drawn from an aggregated view of the research surveys, interviews and data analysis.
Aberdeen defines cross-channel banking as the set of integrated strategies, processes and systems that enable fulfillment of customer needs for products or services in more than one sales channel, such as operations of bank branches (stand-alone and in-store). ATMs, online platforms, call centers, mobile platforms or a combination of these channels.
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