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The banking software company Auriga has published a new industry guide: “Omnichannel Marketing for Financial Institutions” after carrying out research into the main trends in the adoption of omnichannel marketing systems in the banking sector.

The research, which was carried out by the ATM Marketplaceon behalf of Auriga, focused on analysing banks’ use of omnichannel marketing systems. From a quantitative point of view, the research gathered the answers of about hundred banks of very different sizes located across the globe about the ways of managing delivery channels and marketing activity through various types of client contact.  From a qualitative point of view, interviews were conducted to determine which marketing strategies the banks have established to deal with multiple user interactions through the banks’ various channels and, at the same time, to survey opinions on the best strategies to adopt for multichannel marketing.

The main findings include:

  • 77% of banking delivery channels (ATMs, kiosks, branches, mobile, PC, Internet) are still managed through so-called “siloed systems”, i.e. vertical silo systems.
  • 37% of banks use omnichannel marketing systems that allow central management of customer relationships and integrated contact with clients through diverse channels. The channels most used by these banks are mobile, Internet and ATMs/kiosks, often managed in omnichannel mode and integrated with CRM.
  • 40%ofinterviewed banks send messages and personalised offers to their customers on ATMs/kiosks while 35% are unable to do it to because of outdated software. 86% said that they would like to be able to do this in the future.
  • 26% of the banks interviewed use ATMs/kiosks to convey surveys or interactive campaigns to gather customers’ opinions,while 32% are unable to do so because of outdated software.
  • 64% of banks say Internet banking is their preferred channel for one-to-one marketing but just 18% offer customers the possibility of personalising the interface (e.g. of online banking, ATMs or mobiles).

 Of the banks, 61% say they are not satisfied with their marketing system and recognise how important and necessary it is to have a solution to manage customer relations centrally. Thus, 70% of them told the survey that they are planning to change their systems. Banks consider integration with CRM, omnichannel capability, easy creation and planning of campaigns, and detailed reports about the campaigns’ success as the most important aspects of a marketing system.

Currently many banks are able to put out promotional messages on all or even most of the channels that their customers use, but achieving an integrated marketing approach, however, is quite different. It means having a unique and smart platform for managing all channels, including marketing activities. An omnichannel marketing approach also means gathering timely data on customers’ choices and preferences and reactions to one-to-one promotional campaigns.

Big data and accurate omnichannel marketing reports help banks to better target future marketing actions and to better match customers’ needs.

“There remains a long way to go before banks can claim to be delivering a truly integrated digital strategy”, says Mark Aldred, Head of Auriga’s UK Sales. “Whilst most operate over multiple channels and offer a wide range of services, few have deployed what we understand to be a true omnichannel strategy. Those banks that adopt an architecture which enables a common experience across all channels enjoy the benefit of being able to engage with each client on topics pertinent to them, irrespective of which channel is being used. In a branch environment, converting “tellers into sellers” can mean that the engagement between the bank and the customer is personal, relevant, and focused on value, not just automated.”

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