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Never mind the channels, here’s the b******s

Never mind

Apologies but it’s that time of year where my nerve endings jangle with tension as I get into another crappy debate about multichannel strategies.

“We’ve got our contact centre, then there’s our internet banking division and now we have to integrate these mobile thingymyjigs.  These channels are never-ending, wail, wail, sniff, sniff.”

Don’t you guys get it?

Mobile is NOT a channel.

Internet banking is NOT a channel.

Nothing is a channel.

Things have changed so wake up and smell the coffee.

Our planet is populated by people who have digital personas tightly integrated into their physical lives.

We walk the street texting, talking, surfing and interacting.

We geolocate our address and are smart navigated to our destination via our maps app.

We check what’s on TV whilst reading newspapers on digitised screens.

We transact with each other person-to-person face-to-face end-to-end.

In the very near future, every single person on the planet will be connected this way and, in the very near future, they will think differently.

In fact, we already do.

Just read Susan Greenfield’s book on identity in the 21st century or Nicholas Carr’s book “The Shallows” on how the internet is changing the way we think.

This is why we don’t think: “I’m on my mobile channel and I shall switch to my internet channel later”.

We don’t think: “now I’m doing digital stuff and, shortly, I’ll do some physical stuff”.

My digital stuff is my physical stuff.

It’s all tightly coupled into mine and everyone else’s life.

This is why we have to stop thinking of channels and multichannels.

It’s a fundamental flaw in bank thinking.

There are no channels.

Just everyday lives that are highly digitised for the 21st century.

‘Nuff said, rant over.

Back to the Sex Pistols …

 

 

 

About Chris M Skinner

Chris M Skinner
Chris Skinner is best known as an independent commentator on the financial markets through his blog, the Finanser.com, as author of the bestselling book Digital Bank, and Chair of the European networking forum the Financial Services Club. He has been voted one of the most influential people in banking by The Financial Brand (as well as one of the best blogs), a FinTech Titan (Next Bank), one of the Fintech Leaders you need to follow (City AM, Deluxe and Jax Finance), as well as one of the Top 40 most influential people in financial technology by the Wall Street Journal’s Financial News. To learn more click here...

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2 comments

  1. Good insights, Chris. I get what you’re saying about digital life/channels being one continuous existence. However, the way business is required to look at it as a from the same pool of finite resource. Doesn’t it become semantics?
    I don’t think anyone thinks they’re growing the revenue “pie” by adding “channels”, they’re just engaging a different way. They have to call that engagement something. It seems banks like to call social/mobile etc “channels”.
    Thanks for the interesting reads. I’ve been trying to wrap my head around what alternative you’re suggesting from a marcom perspective.

  2. It’s not semantics Wayne. It’s core to thinking digital versus thinking last century
    http://thefinanser.co.uk/fsclub/2014/03/omnichannel-is-so-last-century-please-delete-it.html

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