Capturing The Digital Dividend: The Power Of Conversations In Banking [Forbes]
INTESA SANPAOLO S/ADR (ISNPY)
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Source: Forbes
One of the things I've not been shy about is that banks, in their effort to master digital, have created an efficient servicing experience that is functionally correct, but emotionally devoid. Think about it. Nearly all banks' mobile apps have similar features and achieve similarly high customer satisfaction scores. But they fail to provide the emotional connection that would routinely develop between customers and their bankers in the branch. Few people these days actually have conversations with their banks, as the vast majority of customer interactions happen remotely and involve simple tasks like checking a balance or paying a bill. In fact, banks have increased the average number of interactions with each customer 12-fold in the last decade. Now they are having over 1 trillion touchpoints globally, yet nearly 95% of these are completely remote and do not involve any bank employee, according to Accenture Research analysis. With their mobile apps struggling to stand out in a s
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