Smooth journeys and great customer engagement

The latest Backbase webinar is available right here. It’s called Next-Level Mobile Banking, and is hosted by me and Tim Rutten (Global Head of Solutions Engineering).

We highlight two primary points of discussion, which are the changes in the ‘channel mix’, which means more people are using mobile than visiting a bank branch. The challenge is ensuring a smooth journey across all available channels (used or underused) for the customer. The second point is about customer engagement, and whether banks can emulate those companies who are succeeding in creating simple, convenient customer experiences to achieve and optimise excellent customer engagement.

The webinar goes through an explanation of omni-channel, from single channel to multi-channel to cross-channel and ultimately to omni-channel, where the customer enjoys a holistic brand experience. I often bring up a handful of good examples in my presentations, and this webinar is no exception. So when it comes to talking about a seamless customer journey across multiple channels/devices, I talk about the likes of Netflix and Amazon. However, Netflix and Amazon wouldn’t even talk about channels. They don’t care. It’s all about being customer-first, regardless of channels. It’s always a seamless experience. Banks need to tap into this mindset to achieve their own digital transformation goals.

I enjoyed the webinar, and particularly our focus on the rise of mobile as the de facto tool in nurturing customer relationships. Tim runs through his now famous 60-second onboarding demo, this time in a little more detail (the beauty of webinars, right?). Onboarding is just one customer journey, but it’s a very important one. It’s about making sure it’s completely seamless, with no friction, no branch, no paper, no human assist (the customer should be able to do this completely on their own) and all within a couple of minutes. That’s minutes, not days! Perhaps the most important thing about this onboarding process is that it’s not occurring in a standalone app. It’s happening within an omni-channel architecture in the background, and with an omni-channel end-state perspective.

Without further ado, I want you to enjoy the webinar, and you can flick through the slides in your own time too. As ever, we love to hear from you, so drop us a line and let us know what you thought of our latest presentation, and perhaps offer some suggestions for what you’d like to hear about in forthcoming webinars.

Main photo by iJeab, Shutterstock.com
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