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OMNICHANNEL, NOT OMNISHAMBLES
Although consumers have quickly adopted digital channels for both service and sales, they aren’t abandoning traditional retail stores and call centers in their interactions with companies. Increasingly, customers expect
“omnichannel” convenience that allows them to start a journey in one channel (say, a mobile app) and end it in another (by picking up the purchase in a store).
For companies, the challenge is to provide high-quality service from end to end, regardless of where the ends might be. That was the case for a regional bank that sensed that too many customers were falling into gaps between channels.
Mapping its customers’ journeys confirmed the suspicions (exhibit). Four out of five potential loan customers visited the bank’s website, but from there, their paths diverged as they sought different ways to have their questions answered. About 20 percent stayed online, another 20 percent phoned a call center, and 15 percent visited a branch, with the remainder leaving the process.
The channels’ differing performance pointed to specific problems. Ultimately, more than one-fifth of customers who visited a branch ended up getting loans.
But in the online channel, less than 1 percent got a loan after almost 80 percent dropped out rather than fill in a registration form. Finally, in call centers, a mere one-tenth of 1 percent of customers received a loan—perhaps not surprising, since only 2 percent even requested an offer.
To integrate digital and traditional channels more effectively, the bank had to become more agile, with the understanding that its one-size-fits-most processes would no longer work. Complex registration forms were simplified and tailored to different types of customers. Revised policies clarified which channel took the lead when customers moved between channels. And new links between the website and the call centers enabled agents to follow up when online customers left a form incomplete. Together, these types of changes helped increase sales of current-account and personal-loan products by more than 25 percent across all channels.
Providing an omnichannel customer experience requires companies to become more flexible and responsive.
by Raffaella Bianchi, Michal Cermak, and Ondrej Dusek
Raffaella Bianchi is an alumna of McKinsey’s Milan office, Michal Cermak is a partner in the Prague office, and Ondrej Dusek is a partner in the San Francisco office.
For additional insights, see “More than digital plus traditional: A truly omnichannel customer experience,” on McKinsey.com.
December 2016
2
Exhibit
Mapping customer flows highlights pain points.
Q1 2016OmnichannelExhibit 1 of 1
Where loan customers are lost
Average monthly customer flows for loan products by channel,1 indexed to 100,000
Gather information
100,000people
Requestoffer
Receiveoffer
Submitrequest
Request processed
Getapproval
Gather information
100,000people
Requestoffer
Receiveoffer
Submitrequest
Requestprocessed
Getapproval
97,630leave process
80% of all online customers quit before registration
98% of phone customers give up and do not bother to request offer
Only branch channel retains signi�cant percentage of customers throughout process
1,00
0 vi
sit b
ranc
h af
ter p
hone
inq
uiry
12,0
00
15,000 view registrationform online
16,0
00
22,0
0056
,000
14,500
11,00013,500
500 200 20
1003,000 1,300
6,5003,250
1,500
3,3702,370approvedloans
72,000 do web search
22,000 start onbank website
4,500phone
1,500 walk in to branch
Phone call center Online In person at branch Customers dropped out
78,000visitbankwebsite
15,000
19,50020,5004,500
1Preapproved loans excluded.
Source: Call-center data; Google Analytics; interviews; McKinsey analysis
Copyright © 2016 McKinsey & Company. All rights reserved.