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Comments: (3)

Ketharaman Swaminathan
Ketharaman Swaminathan - GTM360 Marketing Solutions - Pune 30 October, 2014, 14:542 likes 2 likes

Great post.

As I'd highlighted in my post From Multichannel To Omnichannel And Beyond (https://www.finextra.com/blogs/fullblog.aspx?blogid=8609), omnichannel construct requires bank employees to know what customers have been doing.

Like when a customer applies for a mortgage online and visits the branch to submit KYC documentation, it's expected that the portal would use clickstream data to understand exactly the step at which the customer hopped from online to branch, thereby letting the banker at branch restart from that point onwards instead of starting from ground up with the customary "How may I help you today?"

A Finextra member
A Finextra member 01 November, 2014, 12:40Be the first to give this comment the thumbs up 0 likes

For some reason, i find co-browsing as an underrated mode of communication. It is less talked and written about. A co-browsing experience will enable both bank customer and bank employee to be literally on the same page. Of course, it may not be suitable for onboarding a customer or providing services which are not available on bank's website. For such services, the idea of an enterprise middleware as discussed in blog seems quite nifty

VijayaRaghavan Raju
VijayaRaghavan Raju - Capgemini Financial Services - Dubai 03 November, 2014, 13:58Be the first to give this comment the thumbs up 0 likes

Valid Points. But I disagree with the comments that seem to indicate that co-browsing is the solution to this problem. Co-browsing is a very rudimentary way of interacting and necessiates both the customer and the bank staff to be on fairly high speed networks. The simpler solution is to equip the bank staff with a unified front end system that consumes the same services as any of the channels. That way any business related errors will be replicated to both the bank staff as well as the customer - assuming that there is no custom logic deployed on the UI Layer