Multi-channel or good channels?

Banks that invest in ensuring a consistent customer experience across all channels may be wasting their money, according to an analysis by CEB TowerGroup.

I’m very struck by one quote from the Tower Group report on multi-channel,

“CEOs are realising that channel investments should be tied to specific experience goals and customers should be guided to the channel that best suits their needs”.

I don’t want to be too harsh, but surely that was always the point of multi-channel?

Read more at Finextra

Multi-channel or good channels?

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