Our research supports many of the author’s points. In particular, our research shows that consumers who adopt digital channels as a means for interacting with their bank do not abandon traditional people-related channels. Similar to the functional/emotional framework that the author describes, our research also shows that retail banking customers are most satisfied and loyal when they use digital channels in combination with branch banking.
Banks with the most satisfied and loyal customers seem to intuitively understand the functional/emotional framework. These top performers continue to invest in an emotionally satisfying branch experiences while also pursuing functionally satisfying digital experiences.
Read this article to learn why financial services firms must forge connections in a virtual world at: Quirks Market Research