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Best of both worlds for your customer: Physical meets digital with UC

Christopher Franke, Senior Manager, Head of Unified Communications Strategy, InterCall Asia Pacific | July 7, 2015
Christopher Franke of InterCall provides tips on how banks should leverage unified communications to provide an integrated customer service, which may result in increased customer loyalty.

This vendor-written piece has been edited by Executive Networks Media to eliminate product promotion, but readers should note it will likely favour the submitter's approach.

Christopher Franke

With customers embracing the convenience of online and mobile banking, it's quite easy to fall into the trap of boosting only this particular aspect of your service. While having strong digital banking services is important in keeping your customers happy, that's not a reason for you to take your branch services for granted.

According to Bain's Customer Loyalty in Retail Banking: Global Edition 2014 report, physical channels, such as branches and call centers, are as important as digital platforms when it comes to retaining customers. The survey reveals that more than 50% of the respondents use a combination of digital and physical channels, and those who use both platforms are more loyal than those who use only either of the channels.

This information paints a picture of an integrated physical and digital customer service channel that's key to keep your customers from switching to other banks. An efficient and cost-effective way of offering this to your clients is through Unified Communications, or UC, which has the ability to integrate multiple communication applications into a single platform. For your customers, this means being able to interact with their banking experts via email, instant messaging, audio or video conferencing using a single application, anytime on any device.

Here are five ways UC can help your bank deliver an excellent integrated customer service:

1. Omni-channel experience

Customers nowadays prefer to interact with their banks in a manner that's convenient for them, using any platform, anytime, anywhere. By leveraging your UC solution, your organisationis able to offer secure, readily available and multiple touch points that your clients can use on-the-go. Picture this: with UC, customers can easily call your contact center for a quick clarification, or even seek financial advice from their relationship managers via a conference or video call on their mobile device. With a variety of communication channels available in a single application, UC creates a multi-faceted yet unified customer experience, enhancing the way you engage with your clients.

2. Quicker turnaround time for customer enquiries and transactions

Among the biggest advantages of deploying a UC solution is that it can be used to improve not only the interaction between the bank and its clients, or the front-end operations, but also the communication process among bank employees, or the back-end.

Given that your branch and corporate headquarter employees work closely regarding customer account activities, having a UC solution saves them from the trouble of searching for their colleagues and contacting them via multiple modes like mobile, telephone and email. With UC, users can see which mode of communication other users are available on, and can easily reach them in just a single click. This effectively minimises the back and forth between branch and headquarter employees, resulting to faster response time to customer enquiries and transactions such as loan and credit card applications. Ultimately, this improves your customers' branch banking experience.  


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