Phygital Banking

The marriage of human capital and digital technologies in physical bank branches, for the benefit of the customer experience, goes far beyond the implementation of a few digital tools to give customers the illusion that the institution has become totally digital and that the advisors have mastered the latest technologies. Designing a holistic experience for the customer, in a continuous flow, regardless of the distribution channel they use during their buying journey, requires a clear strategy and a rigorous planning of the different steps of the transformation process. Culture, management, advisors, customers, branches and processes must be perfectly aligned to offer current and future consumers a new, positive and emotional banking experience. The methodology proposed in this book gives a clear vision to the management bodies of banking institutions on what to take into consideration to have a maximum chance of success in the convergence of physical and digital channels for the benefit of the customer experience: PHYGITAL BANKING.