Over the past several years, financial institutions have made it easier for customers to engage with them when and where they want. Most banks, for example, take a multi-channel service approach by enabling customers to conduct business with them online, over the phone, in a branch location, or using a mobile app.
What’s becoming more important, however, is providing an omnichannel service experience. That means there’s fluid, streamlined, integrated, seamless, and personalized consistency for the customer at all touchpoints, whether they’re visiting their bank’s local branch office, standing in front of an ATM, or checking account details from their smartphone.
Salesforce’s most recent State of the Connected Customer report reveals that 78% of consumers expect a consistent experience wherever they engage — and they’re almost certainly finding it with their favorite retail brands. For example, a person can open their Starbucks app to reload a balance, place a mobile order, and pay — all before setting foot in the coffee shop. Financial services organizations’ offerings are not as simple as coffee and muffins, but they’re aiming to delight customers with the same convenient and loyalty-building omnichannel experiences they’re getting elsewhere.