Integrated channels: The next frontier beyond omnichannel distribution
Mahesh Raja
Chief Growth Officer | Customer Success and Technology Leader | Sales & Partner Success
Integrated channels allow banks to achieve differentiation through innovative and personalized experiences for their customers. To achieve this, banks must break free from legacy biases and take a fresh approach towards customer-centricity, leveraging new technologies such as AI to radically rethink their customer interactions, reimagine the role of mobile and reevaluate bankers’ roles. To successfully implement this model, banks must make 4 major shifts:
Leading institutions are already unlocking the value from greater customer satisfaction and loyalty, simplified operations, optimized investments, higher productivity, increased revenues, and faster growth. Now is the time for others to follow and provide best services to their customers.
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?** note - all views presented are solely of the author and all references / sources used are captured as well.
Account delivery Head -Citibank
1 年I agree that breaking free from legacy biases and taking a fresh approach towards customer-centricity is crucial to succeed in this digital age. The four major shifts you have mentioned - making the mobile app the core customer interface, rethinking human interactions and physical locations, embracing smart data enablement, and adopting a customer-centered operating model - are all important steps that banks need to take to remain competitive and relevant. It is evident that leveraging new technologies such as AI is key to reimagining customer interactions and offering personalized services. Overall, I think the points you've raised provide a useful roadmap for banks to adapt and thrive in the current market.
Global Financial Services Leader | Strategic Business Unit leader | AI Innovator in Capital Markets | ESG & Digital Transformation Advocate | Cloud Modernization Expert | Sales Strategist | Mentor | MIT Sloan Alum
1 年"Great post! Just to piggyback on your last point, banks need to align their processes, policies, and culture around customers' needs and expectations. By doing so, they can unlock numerous benefits, as mentioned, including greater customer satisfaction, streamlined operations, increased revenue, and faster growth."
IT Services Sales Professional and advisor. Driving business growth & sales through direct and partner channels while achieving client's desired goals.
1 年So true Mahesh. Very well written. How banks manage their customer interactions, each touch point experience & channels with their customers will greatly drive the differentiation banks are striving for and will distinguish the leaders from the followers ! ??