Nowadays strict segmentation between purely online customers who take their own investment decisions and personal customers, who prefer personal advice from the customer adviser, bears little resemblance to reality. Many bank customers no longer choose, but use both channels in parallel. This leads to investors now being much better prepared and informed when they meet their investment adviser.
Electronic channels will not replace the customer adviser in the future, either, but increased transparency and the depth of customer information significantly increase the requirements and expectations made of advisers. The latter require detailed information about individual customers, as well as the market. To implement such an holistic approach to customer care in practice, the customer adviser has to rely on support from appropriate IT and software systems; he needs a management cockpit based on modern CRM principles, which merges interactions and customer information regardless of the channel. This system must be designed so that the adviser can use it in conjunction with his customer. Simulations of different scenarios, using appealing graphics, could be displayed simultaneously on screen or on the tablet and discussed, for example. Personal advice will still provide genuine added value. In this way both channels, online and personal advice, will have an important place in comprehensive customer care in future too.
Even now a front-office platform with a unique functional scope is available to banks from ELAXY, to help them with their advice and sales processes. The software consists of 50 professional standard modules and the modular, web-based platform covers all the topics – financial planning, portfolio advice and customer management – that are relevant to sophisticated banking.