Some banks manage texts, emails, phone calls, and other communication channels separately, leading to a poor customer experience. Instead, they should focus on making outreach easy to recognize, keeping customer communication preferences up to date, and sharing information across teams and channels, this article suggests. Banks should also measure whether communication leads to action, not just whether a message was sent or opened. Each interaction should build on the last, and outreach should stop once a customer has acted to address an issue.
Does your bank use customers’ preferences and past responses to decide how to contact them? How do you share information to avoid repeated or conflicting messages? Are you measuring whether outreach actually resolves customer issues?