An approach that can make the difference

[nurmohammadkhan]

Touchpoints in the banking sector are a fundamental aspect of business, as they represent the way, the channel, with which the bank speaks to its customers and reaches them with various types of communications, commercial and otherwise.

Touchpoints, like many other elements of banking, have changed over the years and, especially recently, are increasingly turning towards digital. After all, as we have already highlighted in a previous article on digital banking trends for 2022, digitalization is now a trend, as well as a necessity that all institutions will have to face.

And banking touchpoints are obviously no exception.



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To truly understand the importance of the so-called “contact points” it is best to first start with their definition.

Touchpoints are defined as the channels through which the company and the south korea whatsapp resource customer can come into contact. There are more traditional and more innovative ones : digital transformation, in fact, did not invent touchpoints, but it has greatly increased their number, providing banks (and not only) with a large number of different channels that can be managed in different ways.

Among the traditional ones there are obviously the counters where the customer physically goes to carry out certain actions or the classic telephone customer service to contact in case there is a problem to be solved.

The most recent touchpoints are those that exploit digital technologies in particular , such as emails, websites and social networks. The sum of all these "touchpoints" contributes to creating the opinion on the product or service and the attitudes and behavior of the customer towards the brand , for this reason they are a non-negligible element of every business and that, indeed, must be taken into consideration when developing the marketing strategy of a banking institution.

After all, touchpoints are the basis of Customer Experience Management (CEM), or the “system of marketing strategies and technologies focused on customer engagement, satisfaction and experience”. It is precisely touchpoints that allow a banking institution to build a bond with its customers, through the experience offered, tying them in a lasting way to its brand.