Whether the bank of the future physical and virtual, constantly invents the digital ways to interact with the customer – event revolutionizes the customer-to-bank relationship. Complementarity, responsiveness, and transparency are still stronger program for tomorrow.
Today the old “advisor-to-client” interface still dominates in bank offices. The whole question is for how long.. – because habits to “consume” the bank is being transformed under the pressure of new digital tools, smartphones, and tablets in mind, especially on the side of youth.
To adapt to the instant application and the multiplication of points of contact with their customers, banks need to innovate. Firstly, they should strive to build new information systems that allow them tomorrow to understand the closer the demand of their customers, regardless of the communication channel that they will be required to use. This is what experts call the “cross-channel” bank communication in which blogs and social networks (Facebook, Twitter, YouTube …), among others, complement and coexist with SMS, emails, bank secure areas, etc.
The banks must also adapt to new codes of their customers. They have indeed increasingly used to refer to comments, notes, and other ratings given on the forums by people who look like them and trust them rather than rely on, as was the case until to now, only to experts. As a result, when the product concerned, they use all communication channels available to them to find immediate and sharp responses, implying an almost constant availability of bank advisers. However, if the act is emotionally involving (this is the case when one accepts credit or long term savings product, for retirement, for example), customers need not only virtual but a “physical” advisor.