Bank customers, like those in a shop, are consumers who buy - online or in a branch - and interact via different channels. These purchasing behaviors are at the heart of the changes that retail banks have been undergoing for several years. The use of digital has transformed banking practices and leads banks to rethink their interactions with customers.
Already accustomed to multi-channel, cross-channel and omnichannel experiences in other B2C sectors, customers are looking for fluid paths and personalized relationships.
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