Branch visits are decreasing significantly while many prospects migrate to digital. What does this mean? Banks need to re-think how they engage with customers so they can leverage every touchpoint, both digital and in-person, to create the best client experiences and grow sales.
A recent Celent consumer survey shows that most consumers utilize multiple channels to engage with financial institutions (FIs). Mobile engagement is approaching 50% utilization in the US, while branch and ATM channels are still used by well over 80% of consumers. Sales are still largely being driven by branches and call centers but there is a slow tide shift toward digital as FIs are starting to offer better digital onboarding and client experiences.
As sales migrate heavily to digital, banks and credit unions need a strong plan of action that incorporates a well-thought out strategy to proactively convert digital leads. As engagement opportunities diversify, actively and creatively making the most of every touchpoint during a customer interaction is pivotal. For many FIs, transactions are understood and managed on a channel-by-channel basis but client engagement cannot be siloed. A holistic understanding of how your branch, online and call-centers collaborate with one another will prove to be incredibly important as you consider digital transformation options for your FI in 2019.