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This programme is currently in planning. To receive the brochure as soon as it is available, please send us an email at programme@efma.com.
Growing channels, growing challenges
Overview
The importance of conducting business through online channels (including the Internet and mobile services) continues to grow, bringing with it new technologies and new functionalities. These have had an impact on customer behaviour and expectations.
To respond rapidly to such developments, banks need to analyse trends, anticipate changing customer demands and adapt their services accordingly. They face several important challenges:
• Attitude – The online approach must be seen as a real channel; an integrated and co-ordinated part of a complete, multi-channel strategy. It must be positioned for both optimum customer satisfaction and maximum sales.
• Offerings – Banks need suitable service and products for sale online. But should they just copy the offerings made via the branch/telephone? Or should they adopt a more innovative approach, using the Internet for interactive contact and exploring the possibilities of social networking etc.?
• Security – Online channels offer huge potential for sales, but they need to be secure to gain and maintain customer confidence.
