Summary
Bank prospects and customers frequently move from one touchpoint to another to shop for products, receive customer service, make transactions, and get financial advice. Yet many of these cross-touchpoint experiences are broken or subpar. Too many banks focus on a given touchpoint in isolation and fail to help customers transition easily between them. Since fixing all broken cross-channel experiences can be overwhelming, digital banking executives should focus on pairs of touchpoints, designing convenient cross-touchpoint guidance.
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