Trends Report

How Italian Banking Customers Use Different Channels, 2017

Weave Digital And Human Touchpoints Together To Deliver Superior Customer Experiences

November 9th, 2017
Aurelie L'Hostis, Principal Analyst
Aurelie L'Hostis Principal Analyst
With contributors:
Edoardo Zavarella , Benjamin Ensor , Cheryl Hart , Sam Bartlett

Summary

Digital business strategy executives at Italian banks face a twofold challenge: Banks need to encourage less digital-savvy customers to use digital touchpoints for routine banking tasks; at the same time, banks need to maintain a human touch with more digital-savvy customers for when those customers want to talk to someone for more complex needs. Digital business strategy executives should encourage digital banking use, blend digital and human touchpoints, and improve the way they deliver personalized advice through financial advisors. This report was originally published in March 2015; Forrester reviews and updates it periodically for continued relevance and accuracy.

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