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For eBusiness & Channel Strategy Professionals

How Italian Banking Customers Use Different Channels, 2017

Weave Digital And Human Touchpoints Together To Deliver Superior Customer Experiences

November 9, 2017

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  • By Aurelie L'Hostis
  • with Benjamin Ensor,
  • Edoardo Zavarella,
  • Cheryl Hart,
  • Sam Bartlett

Why Read This Report

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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Table of Contents

  • Italian Customers Use A Wide Range Of Banking Channels
  • Digital Banking Touchpoints Are Slowly Displacing Traditional Channels
  • Digitally Empowered Human Interaction Is The Linchpin Of Channel Strategy
  • Supplemental Material
  • Related Research Documents

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