AICEX SUMMARY: L’analisi è relativa agli USA ma anche in Europa la situazione è simile.
The omnichannel customer experience is nothing new, especially in the consumer and retail industries. Many companies and brands are using data and automation technologies to engage seamlessly with their customers at any time and place and across any device.
At the same time, omnichannel doesn’t mean digitizing every aspect of the customer journey without regard to which channel is best-suited for customer needs at each stage. The recent news of Google Compare shutting down is a great example of this.
The search engine giant’s entry into — and quick exit from — financial services proves one thing: Even with all the data and insights in the world, customer value is not based solely on price or convenience. Rather, “comprehensive answers” related to insurance, mortgage and other financial products are largely best served by professionals who can provide high-touch interactions with customers across channels, online and off.