Best Practice Report

Design Better Cross-Channel Banking Journeys

Digital Executives Should Take The Lead By Focusing On The Most Important Touchpoint Pairs

April 13th, 2016
With contributors:
Maxie Schmidt , Aurelie L'Hostis , Joana de Quintanilha , Alyson Clarke , Benjamin Ensor , Cody White , Alex Causey , Mike Chirokas


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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