Bridging the gap for cross-channel experiences in the banking industry


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Imagine a tightrope walker perilously balancing midway across the Grand Canyon. On one end of that gorge is the very impersonal yet uber convenience of digital and mobile banking. And on the other end, the not-to-be-neglected need for intimate person-to-person communication for those personal and sometimes emotional financial transactions. A tough balancing act indeed for companies in financial services.

Adoption of mobile payments is all the buzz and has companies scrambling for a solution. Disrupters abound – safety deposit boxes in the cloud? Payees by photo recognition? It would make sense then that digital innovations should just make it easier for banks to follow the lifecycle of each transaction of each customer across all channels while providing transparent and trustworthy customer service seamlessly across touchpoints every time.

The solution? There is no one right answer. The challenges banks and financial institutions face in this customer-centric digital age are not all that different than with most industries. Siloed departments and applications, investing in and implementing new digital assets to keep up with the Joneses, and the heavy burden of older and expensive legacy systems all remain, as do lack of resources to integrate systems and effectively track customer journeys across channels.

This is where agile marketing practices could be the ideal solution for marketers. Because the nature of agile is leveraging current assets and progressing one step at a time based on intelligent decisions to ensure optimal results – as opposed to jumping ahead with no safety net.

If you were that tightrope walker, what would you do?

Republished with author's permission from original post.

Andrea Dorfman
Andrea Dorfman is an experienced relationship marketing strategist. Having worked for numerous Montreal-based agencies, she understands the balance between client expectations and marketing vision. At Whatsnexx, Andrea helps clients tackle and overcome the challenges of cross-channel marketing.


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