Phygital Banking
The digital transformation of physical bank branches
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The marriage of human capital and digital technologies in physical bank branches, for the benefit of the customer experience, goes far beyond the implementation of a few digital tools to give customers the illusion that the institution has become totally digital and that the advisors have mastered the latest technologies. Designing a holistic experience for the customer, in a continuous flow, regardless of the distribution channel they use during their buying journey, requires a clear strategy and a rigorous planning of the different steps of the transformation process. Culture, management, ad...
The marriage of human capital and digital technologies in physical bank branches, for the benefit of the customer experience, goes far beyond the implementation of a few digital tools to give customers the illusion that the institution has become totally digital and that the advisors have mastered the latest technologies. Designing a holistic experience for the customer, in a continuous flow, regardless of the distribution channel they use during their buying journey, requires a clear strategy and a rigorous planning of the different steps of the transformation process. Culture, management, advisors, customers, branches and processes must be perfectly aligned to offer current and future consumers a new, positive and emotional banking experience. The methodology proposed in this book gives a clear vision to the management bodies of banking institutions on what to take into consideration to have a maximum chance of success in the convergence of physical and digital channels for thebenefit of the customer experience: PHYGITAL BANKING.
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