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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?"
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
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
OmniChannel and Digital Banking Evangelist
OmniChannel &amp; Digital Banking
12 Aug 2014