Omnichannel; access to new products and services. Part 2

Omnichannel is more than multichannel; it is the possibility of having a greater and better communication with the client; It also leads to this being the center. This change requires that the bank's resources be coordinated for attention through any of the channels, generating a change in the customer experience; It is in itself a change in the culture of the organization for customer service from any of the points of contact with it as if it were a single channel.

Omnichannel and technology, access to new products and services.

The omnichannel motivates customers in the development of behaviors whose pattern analysis can lead to the identification of opportunities for new services and products, motivating greater satisfaction and fidelity. The customer's ease of access, through various means to products and services, It is a two-way road: for the client it is the possibility of doing their operations and for the institution it is an opportunity to reach their clients in various ways and increase the offer in a prudent manner. The success of information systems and new technology is in its intensive and massive use; otherwise, it will not go from being a fashion that will be replaced in time by another. The convenience in the use of omnichannel by customers is key to its sustainability.

Omnichannel Experience Today, a client of a financial institution has access to their money through the attention in their offices, through the internet, and through mobile services on smartphones. This facility allows you to save time, perform operations from any interconnected place and at any time of any day; All this leads to greater communication between the bank and its clients.

The birth of omnichannel in financial institutions worldwide is associated with the year 2012. Since then it has been achieving greater acceptance in customers, especially those belonging to the millennium generation, known as millennials. Omnichannel is the ability to create experiences unique to customers through different related platforms, maintaining the prestige of the company and ensuring quality throughout all customer interactions. Omnichannel represents one of the greatest growth opportunities for any sector.

Physical and virtual channels

It is expected that customers of financial institutions will gradually replace the use of traditional channels (branches of the entity) with the use of digital channels, which would allow more specialized services to be offered in branches and, with it, renew the concept of the traditional channel. People who make greater use of virtual channels are also those who have a greater facility for the use of technological devices.

In fact, much of this facility is related to the design of the programs (or applications) that allow transactions. This is what makes them easy to use; Age is not an impediment to learn how to use them as long as the design is friendly and results in a pleasant experience for anyone. By solving the needs of financial operations through virtual media (internet and mobile applications), spaces are generated in the offices of the entities to offer their clients personalized and specialized advice.

Analysis based on customer behavior

Customers, in general, have an interest in knowing about the existence of new products and services offered by their financial institution or others that exist in the market, but they certainly appreciate a call that offers something they really need.

The effectiveness of telephone contacts and the sending of brochures made by financial institutions to their clients is low, quite possibly because they offer things that the client does not need; For example: offer a preapproved loan without knowing if the client needs it or if it can get into trouble with an over-indebtedness. Certainly this situation is aggravated if several financial entities call the same client, which, in the end, can motivate the client to go to consumer defense mechanisms that block the use of their contact data.

Each transaction made by the client creates a record of this activity in the information systems, either through a physical or virtual channel.

The accumulation of these records over time allows analyzing the client's behavior and its relationship with the financial entity. The financial sector entities not only compete to have the technological and organizational capabilities that allow them, in a sustainable way, to offer multi and omnichannel; They also need to understand their customers' behaviors to improve their service experience and offer products and services according to their needs.

Through the analysis of the client's behavior, it is possible to identify client groups with common characteristics, which may allow to find new segments that are added to the existing ones. This knowledge leads to a better arrival to each segment with an offer designed for him, with the increase in cross-selling or the extension of the characteristics of products already in use by the customer. This creates a different way of relationship that motivates customer loyalty.