Recently, I noticed a new credit card offer that sounded great. So, naturally, I clicked on the ad. Instead of sending me to a separate landing page with more information, I was unpleasantly surprised when the ad re-directed me to the bank homepage. Annoyed, I continued my online banking. However, while they lost me with that online banner, the campaign was multichannel and still managed to pull me in.
I received another ad after logging into the bank system. It came in the form of a message suggesting that I call the contact center to order this new card. I was not keen on talking to the interactive voice response (IVR) system I was initially confronted with so I messaged the bank. After some back and forth email communication, eventually I was put in contact with someone at the call center.
Once the card was ready, I received a text message saying I had to pick it up in person. This was a nice touch, except I was given no branch address or any details regarding a time for collection. I had to contact the call center again. This time around they provided me with incorrect information, causing me to visit the branch twice in order to get my card.
I was dissatisfied. But as a marketer, I started thinking about how this irritating experience could be fixed – what would the seamless customer journey look like?
I sent those recommendations to my bank, and I hope that they are useful in helping them ensure a seamless omnichannel journey for other online bankers.
Please email me your thoughts at Dmytro.Yablonovskyy@gfk.com.
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