Omni icici bank

Driven by digitalization and changing customer behavior, the banking industry currently faces unprecedented disruption. Especially the role of the branch network, traditionally serving as a central contact point for virtually every step of the customer journey, is changing rapidly. An increasing number of customers expect more than classic, nine-to-five branch consulting. They ask for simple, real-time online services that offer an exceptional 24/7 user experience, such as applying for a personal loan by clicking two buttons and the freedom to choose how to contact and stay in touch with their bank. In order to meet these new customer expectations, banks must not only expand their digital capabilities, but also provide a seamless, omnichannel offering that combines digital, digital-personal and personal channels in an interconnected way. From multichannel to omnichannel banking Many banks have already made the transition from purely branch-centered single-channel selling to multi-channel strategies. They now offer information and sell products through a variety of channels, such as apps, phone and websites. What they often lack, however, is a link between the channels. Interruptions in the customer journey cause customers to experience the banking process as lengthy, overly complicated and frustrating. In contrast, new competitors, such as Apple and other tech giants, use their technological advantage to offer lean and easy-to-use banking solutions. This is what customers ...