Page 47 - Banking Finance AUGUST 2015
P. 47
ARTICLE
Innovation in Digital
Banking Enhancing
Customer
Experience
Amit Joshi
Senior Manager
Punjab National Bank
Marketing Division
T he way banks define digital where the likes of Amazon, eBay have more into advice centres, as custom-
today centers on browser- transformed digital customer experi- ers are encouraged to use self-service
based banking, mobile ences, banks now realizes that if they terminals to do everything from
apps and tablet apps. fail to respond now, non-banking or- transferring money to depositing cash
Eventually, digital delivery ganizations will step in to own the or checks. Moreover, transaction
will extend beyond these channels customer experience. data collected via these tools high-
and devices. "Digital will start to be light cross-sales opportunities for
redefined with emerging form factors Banks are also closely monitoring these banks.
like smart watches, smart TVs and predictive modeling approach of
also laptops that can run native soft- online retailers to generate cash-flow There are five guiding principles of a
ware similar to the way phones and projections for consumers. KeyBank's strategy for innovation in digital bank-
tablets run apps today." latest money management app, ing:
myControl banking, can help custom-
It is predicted that the use of online ers predict what their daily bank bal- 1. Anticipation- Anticipate customer
video for both sales and service will ances will look like until their next needs and guide them to the relevant
increase significantly and will see paycheck. product or offers quickly. For ex-
banks experiment more with other ample, the landing page should be
uses for video, such as video tellers in Banks are now ramping up their able to recognize if a particular user
branches and using video banking to websites with features such as per- is a new visitor or returning customer
provide a human touch via remote sonalized pages and intuitive naviga- before serving content.
touchpoints. tion, to enhance customer experi-
ence. The traditional brick-and-mor- 2. Insight- Leverage analytics, data
Taking a cue from the retail sector tar retail branches too are moulding mining and other technologies to un-
BANKING FINANCE | AUGUST | 2015 | 47
