The Abi #client conference kicks off, until 17 April in Milan, dedicated to the evolution of the bank-customer relationship
Efficiency, speed and, for the most important choices, report. These are the aspects that the customer looks for when dealing with the bank. The 85% of the bankers, in fact, intertwines with the bank contacts that on the one hand, for the simplest and "traditional" operations, take place through digital channels which therefore imply an autonomous approach, such as the ATM (ATM), Internet banking and mobile banking, and on the other hand, for more complex financial choices, they pass through channels in which the relationship is central, ie the counter, the consultant and the contact center (where there are remote consultants). A customer segment, this, increasingly consolidated: it was equal to the 69% of the banks in the 2008. The data emerge from the survey carried out by the ABI in collaboration with Ipsos, presented today in Milan on the first day of the #ilCliente conference, whose work continues until 17 April.
#ilCliente is the reference event for the retail financial industry, promoted by ABI. Dedicated to the relationship between the financial world and the retail customer, the ABI event brings together operators from the financial world together with representatives of institutions, companies and technological industries, academics and experts, to take stock and discuss new models of customer service and process innovation strategies, aimed at improving customer experience and satisfaction, with the support of omnichannel and in a context of sustainability. Over the three days of work, over 120 speakers will discuss in sessions and workshops on the central themes of the bank-customer relationship.
Omnichannel, between efficiency and emotion
Since the financial world began to develop intensively in the digital dimension (2008), most customers have appreciated innovation by "learning" to reconfigure its relationship with the synergy between physical and digital channels. Customers, in contact with the bank, seek on the one hand efficiency, speed, simplicity and autonomy in ordinary operations, and on the other a service capable of emotionally involving and generating a comparison to support their decision-making processes. From the survey carried out by the ABI in collaboration with Ipsos, in the context of the Bank-customer Observatory, it emerges that the 32% of banking customers sought information on new financial products / services during the year and the first information channel to which he turned to is the agency of his own bank (and only secondly to the online).
Tailor-made customer advice
The increase in the use of "do-it-yourself" channels by customers, and in particular of mobile banking (with an average frequency of use of about 95 times a year, + 25% in the last three years), corresponds to a recalibration of the use of physical channels through which to interface with a bank contact, even remotely via the call center. In connection with this evolutionary context, banks are developing new service models aimed at looking after the relationship at all points of contact. The agency, which remains an important reference channel for almost 90% of customers while registering a lower frequency of use than digital solutions, becomes a consultancy point to manage the most complex financial needs (by appointment to receive dedicated assistance ), and the contact person becomes “mobile” like the client: more and more often he leaves the agency to assist the client in line with his time and mobility, and remote managers are born in different realities to support those of the agency.