The importance of consistent communication

December 6, 2013

Kęstutis Gardžiulis discusses the challenges that multi-channel banking can create for organisations and how they can provide a better experience to customers. 

We live in interesting times. Technology surrounds us, shapes the way we live and interact and extends our abilities. Great thinker Kevin Kelly wrote in his book What Technology Wants: “We can see more of God in a cell phone than in a tree frog.“

And it is true. We believe in a trend where everything will be accessible through mobile devices in the nearest future. Banking services are no exception.

Every financial institution speaks about mobile strategies or mobile applications. Fast runners have created a sophisticated presence on mobile devices. Banks want to be modern, innovative and be popular among customers, but often this innovation stops with the launch of a new mobile app. Too often the look and feel across these multiple channels is inconsistent. But what if a customer realises that there is a function or service that they want that is not available on that app? If, for instance, a new customer learns of the interesting mobile presence of a bank, comes across limitations while using the app and then is faced with a completely different experience when they try the website or branch, they will simply go elsewhere. Banks should be centred around the customer, which means they need to ensure all channels are consistent and complement each other for a seamless customer experience.

If a bank wants to be technology savvy and innovative in order to attract the new generation of customers and keep the branch network alive, then they should be consistent across all channels. They should move transactions online and leave the branch as an embassy of the bank and brand.

At the same time, they should provide an appropriate level of sophisticated and user friendly technology that mirrors that of the online and mobile offering within the branch. After all, customers still come to the branch when they need a personal approach and want to make a serious financial decision. And so, instead of inconsistent experiences, banks should instead provide the same innovative experience in the bricks and mortar branch that the customers have already experienced across other channels and have now learned to expect.

Core business should still not be forgotten, but technology is there at your fingertips to unify the experience, impress the market and exceed limits. Technology such as interactive walls, touch surfaces and natural user interfaces will help banks to communicate their message.

Banks conduct business with people and people today like to learn, play games and be educated in an informal way. So banks should recreate the image of a historical branch and bring back customers who want to have a personal touch and receive the best possible service. Banks should allow technology to expand their offerings as technology expands natural life.

Kęstutis Gardžiulis is CEO and co-founder at Etronika