Omnichannel technologies revolutionize the way banks communicate with their customers

In this article, Beabloo explains the benefits that digital signage technology brings to financial institutions, allowing you to optimize and create value in communications with your customers and obtain competitive advantages.

The emergence of omnichannel technologies has revolutionized the way many banks communicate with their customers.. According to Beabloo, among other advantages, these solutions, that transfer the ease of analysis of results from the digital environment to the offline world, They provide bank offices with valuable data to better understand their customers, Check the effectiveness of your marketing strategies, increase ROI and, above all, create unique experiences for consumers.

Omnichannel has been confirmed as a necessity in the banking sector. According to data from the latest EY Global Consumer Banking Survey, he 44% of consumers say they would not trust a bank without offices and a 66% considers it very important that the entity has an online presence. Despite the boom that digital communication has experienced, The online world cannot be considered a substitute for the offline, But both channels must align and complement each other to offer a cohesive and enriched experience to the consumer..

The gap between banks that are in charge of improving the customer experience and those that are not is growing and technology is key so that banking entities can optimize and create value in communications with their customers and obtain competitive advantages..

Advantages of offline analytics for banks

With offline analytics systems it is possible to set key performance indicators and know the effectiveness of communication campaigns from measurable data.

By installing offline analysis equipment such as WiFi devices and video analytics (and after combining and interpreting the data obtained by both means), Banks can understand the behavior and profiles of their customers and adjust their advertising campaigns.

Some metrics of interest for banks are the number of visits and recurrence, the input ratio, time spent in office, the differences in influx between time slots, the habits of different age segments, the percentage and profile of clients who go to the cashier and of clients who use the ATM and clients who go to more than one office of the entity.

With monitoring of these metrics, It is possible to observe the impact of any change in the bank's communication strategy, and readjust in time any action that is not working as expected.

Digital signage in bank offices

For its versatility and agility to renew messages, Digital signage is optimal for the banking sector. In fact, he 60% of financial institutions already apply it to boost their brand awareness, advertise your products, differentiate yourself from the competition and promote cohesive communication in all your channels.

Besides, he 95% of these entities claim to be satisfied with the implementation of digital screens, an action that translates into significant savings in the launch and distribution of promotional material throughout the agency network.

If this technology is equipped with a video analytics system, Those responsible for each branch can know how customers react to each campaign: how many people see an ad?, What content is most attractive??, How do they work with each demographic??

The agility of this system allows messages to be updated easily, at all times (even remotely) and adjust them to the target segment. For example, If the analysis shows that among the 10 and the 12 a.m., he 80% of clients in an office have a specific profile, It is a good idea that the content broadcast via digital signage during that time slot adjusts to the language and needs of that segment..

In addition, There are digital signage devices with facial detection software that offer an absolutely personalized and attractive experience at the point of sale., and that give the office a look & feel innovative and cutting edge. These screens project one message or another depending on the age and gender of the person in front of the monitor..

APP Propy and beacons
For banking entities, A mobile application is a good tool to communicate with customers, increase loyalty and explore new ways to improve the consumer experience.

If the development of your own app is complemented by the installation of beacons, Banks can project dynamic and personalized content (such as welcome messages or information about relevant products) on the digital signage screens spread throughout the office, accompanying clients throughout their stay. In addition, if the consumer authorizes it, It is also possible to send notifications to your smartphone.

These devices provide information about the customer's preferences when moving around the entity. (very important to detect the busiest areas and obtain the greatest performance from the space), and can provide information to office staff that can optimize their workday, anticipate customer demands and needs and offer VIP treatment.

360º experience with satisfaction surveys

A client should feel well cared for from the moment they set foot in the office until they leave. A technology that offers the consumer an unforgettable and comprehensive experience is satisfaction surveys., that not only provide feedback to those responsible for the banking entity, but they show customers that their opinion is important and is taken into account..

So, One way to put a finishing touch to the experience at the point of sale is to place a tablet at the exit of the establishment, with a message that encourages customers to express their degree of satisfaction. A simple and very visual option to do this is by offering the possibility of clicking on the drawing of a sad face, neutral or happy.