"Understanding and embracing cross-channel communication behaviours will become increasingly critical to success in the banking industry, writes Steve Dille.
Customer interactions today are happening to a greater extent across multiple devices and channels because smartphones, tablets and even desktop PCs are multi-channel devices that give users multiple options (i.e., check information or execute a transaction via a mobile app, tablet app, email, SMS text, desktop browser, mobile browser, etc.).
As a result, the communication behaviours of banking customers are evolving fast. For example, 34% of consumers have started a banking activity on their desktop and picked it up later on another device." Continue Reading
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