Driving the Omnichannel Experience with Analytics
Senior Director of Channel Analytics, CIBC
In today's omnichannel world, customers utilize a combination of mobile, online, ATM, call center, branch, and email to meet their day-to-day financial and banking needs. Online and mobile banking continues to rise, and yet branches will remain. To strategically optimize the omnichannel experience, banks must adapt through Test, Learn, Fail Fast and Fixed Fast. CIBC employed test vs. control to (i) quantify impact from a proof-of-concept, (ii) identify the performance drivers and (iii) most importantly to use these performance driver to predict results for a larger scale deployment, and to predict which locations and branches will perform the best in the next phase.