Insights
What is omnichannel banking? It’s about trust, not just tech
Insights
As the world becomes digital-first and AI-driven, it’s becoming harder to build and maintain the trust and connection customers expect. The financial services industry is no different. With fewer human touchpoints, that connection is slipping away.
And yet, connection and trust are exactly what customers want – especially from their banks.
They know that the world is changing, and technological changes are accelerating. But they still expect their bank to keep them informed, protect their privacy, and show they have their best interests at heart.
That could be why omnichannel banking solutions are quickly proving to be the most effective way to deliver the kind of service and communications that align with banking customer expectations.
In our 2025 State of customer communications report, we surveyed more than 2,800 global consumers and 400 leaders in the financial services industry. Our findings make clear that customers want four things from their banks when it comes to communications: to feel engaged, informed, safe, and happy.
Omnichannel strategies make it possible to deliver on all four. Keep reading to see why this approach is the strongest way forward for financial services.
Omnichannel banking provides customers with a coordinated, seamless experience even when they switch between communication channels during the same interaction. That interaction might start in-branch, continue on the phone, and finish online.
It sounds simple, but making it happen requires a complex integration between channels customers use such as voice, SMS/MMS, email, social media, RCS, mobile messaging channels like WhatsApp, and even in-person conversations at physical branches.
Omnichannel banking isn’t just about being present on multiple channels. It’s about letting customers move between channels in the same conversation without repeating themselves, re-entering their information, or losing progress. That kind of experience builds trust and increases customer satisfaction.
Customers know this level of an omnichannel experience is possible. While they may not expect it yet from a small local retail store, they do expect it from national and international banks.
For example, suppose a customer calls your bank to inquire about a suspicious charge on their most recent statement. They never got a fraud alert, but they don’t recognize the listed vendor because the company is not clearly identified.
In an omnichannel banking experience, the customer service rep might make sure the account holder is set up for fraud alerts via text messaging. Perhaps they could test the system right over the phone so the customer knows it’s working. Then, they could investigate the charge, and discover it was a purchase made by the customer’s spouse. To close the loop, the bank might send a follow-up email with a short video explaining how to report suspicious activity in the future.
To the customer, the experience feels simple and seamless. Behind the scenes, it takes advanced technology and careful orchestration across channels. And that’s exactly what sets omnichannel banking apart.
Multichannel banking gives customers several separate options to interact with their bank: website, mobile app, at a physical branch, over the phone, email, or even messaging. The problem is, those channels often work in silos. If customers use one digital channel and then another to interact with customer support, they might need to repeat information or start over, which can create frustration.
Omnichannel banking takes a different approach. It connects each customer touchpoint to provide a unified customer experience. Whether customers engage on a mobile banking app, by phone, or in a branch, support agents have the full picture. That means customers don’t have to repeat themselves, and banks can deliver faster, more efficient service.
The difference is simple: Multichannel offers presence across channels, while omnichannel offers integration between them. One is siloed, and the other orchestrated.
And while omnichannel is now a clear customer expectation, there’s still work to do. According to our research, only 51% of financial service companies say they have fully integrated their communication channels with their other FinTech systems.
Embracing omnichannel banking is no small step but investing in technology that makes it possible – like omnichannel contact centers – can pay off in many ways.
Customers get frustrated when they have to repeat themselves. They know there’s a better way because many companies already offer superior omnichannel customer experiences, which makes traditional, disconnected interactions feel even more outdated.
In fact, our State of customer communications report found that 81% of consumers have a negative reaction when they have to explain their issue multiple times. That’s a clear signal that when people don’t feel valued or heard, trust and loyalty erodes.
A true omnichannel strategy solves this and delivers an efficient user experience, which results in better customer retention.
Banking security is one of the most important aspects of customer service. Nearly everyone these days has received at least one of those notices saying their data has been compromised somewhere. When it comes to their finances, consumers want to know their data – not to mention their money – is safe.
One way to make customers feel safer is to connect and verify them when you’re communicating with them. With the omnichannel approach, this is easier because you can use channels like RCS that enable more security measures.
When we asked, 59% of consumers preferred a branded RCS message than a plain SMS for a verification message. Why? Because the branded message is harder for scammers to fake. So when customers receive a message with your logo and branding on it, they feel more confident the message is real. RCS enables graphics and branding, as well as interactive features that can’t be replicated in SMS or MMS.
Your customers want information given to them on their terms. Nearly a quarter (24%) of consumers say they want both an email and a text message for important informational messages. You can easily fulfill these customer preferences with an omnichannel approach. You can retain the context and have a complete view of the conversation history for each customer interaction, no matter the channel.
Customers already know how much better this feels, and they expect the same level of convenience from their bank.
Omnichannel systems give agents full visibility into past interactions. That leads to faster resolution times and a better user experience. Add conversational AI and automation to handle simple queries, and financial institutions can also reduce costs while keeping service levels high.
The key is balance: Automation where it makes sense, and an easy path to human assistance when it matters most.
There’s a lot more to be found in the State of customer communications report, especially as you look to keep in step with what customers want from their banking institutions. Here are the top omnichannel trends shaping the banking landscape this year.
55% of financial service business leaders say security and privacy compliance is their top concern. This isn’t just about protecting customer data from scammers, hackers, and viruses. It’s also about keeping their banking platforms in compliance with all the new laws such as GDPR for email marketing, FINRA, and PCI DSS for security of payment cards.
What you can do for customers in the various communication channels depends in part on what these laws allow you to do and what they require you to do.
RCS is gaining momentum, with 55% of financial services leaders saying it’s “game-changing.” Why? Because it strengthens security, improves engagement, and enables interactive, branded experiences that SMS and MMS can’t match.
It also delivers a higher level of customer satisfaction and increases customer engagement due to its interactive functionalities. And, it can increase personalized service and thus build trust – a primary reason to use the omnichannel approach in the digital banking age.
Our research found that 45% of banks plan to adopt or expand their RCS use in the coming months. As adoption grows, customers will come to expect richer, more secure interactions from their bank.
of financial services leaders say RCS is game changing.
of financial services organizations plan to adopt or expand RCS in 2025.
RCS isn’t the only communication channel banks are considering.
Over the next 12 months, 50% of FinServ organizations plan to invest in using video chat to communicate with customers. 50% also plan to begin using messaging apps like WhatsApp.
Only 2% of banking institutions said they don’t plan to adopt any emerging technologies in the coming year. The choice for banks is going to be whether to add them in a siloed multichannel approach, or connect them with a seamless omnichannel customer experience.
AI adoption is even further ahead. In fact, 65% of banks plan to adopt or invest in AI voice assistants, and 60% in AI-driven chatbots. All of this is about delivering an online banking experience with more personalized service that’s responsive and trustworthy. The result banks are looking for is higher customer retention.
Not every customer is eager to embrace AI, but younger generations are leading the way. 59% of Gen Z and 53% of millennials say they would use an AI solution for personalized financial recommendations, compared to just 15% of Boomers.
This is another point in favor of an omnichannel banking strategy – one that responds to customer preferences while preserving trust and security.
As you’ve probably realized, the omnichannel approach delivers a better banking experience and greater operational efficiency, but it also takes some effort to implement. Your biggest challenges might be:
As you’ve seen, many banking institutions are already using the omnichannel approach. So while these challenges are real, you can certainly overcome them with the right technology.
Far from creating chaos, omnichannel solutions can actually help you strengthen both security and compliance. In fact, they often reduce risk by unifying systems and processes.
A Communications Platform as a Service (CPaaS) approach is central to this. It provides the foundation for secure, scalable, and compliant omnichannel strategies – something financial institutions can’t afford to compromise on.
Trusted channels play a big role, too. Channels like RCS and WhatsApp come with verified sender marks as standard, giving customers visual proof that messages are authentic. Nearly 80% of consumers say these marks increase their trust in the messages they receive.
That means omnichannel is about more than convenience – done right, it enhances secure, ensures compliance, and strengthens the trust customers place in their bank – all at once.
Now that we’ve got the basics covered, let’s see how the omnichannel customer experience looks in practice.
Suppose John and Sarah want to open savings accounts for their kids’ college education. They begin by chatting with an AI-powered chatbot in the bank’s app. For specific questions the bot can’t answer, it sends them to a human customer service rep who has easy access to their profile and their conversation history, so there is no repetition required.
Later on, John and Sarah meet with a financial advisor over video chat, and then set up a savings account online. The bank promises to send notifications via text message of any suspicious activity, and emails their monthly statements.
As you can see, an omnichannel strategy not only streamlines the experience while meeting customer needs, it also empowers your teams – a winning combination for building a truly customer-centric organization.
Here are a few common questions about omnichannel communications in the banking industry.
Banks ensure security by using a multi-layered approach where each channel gets verified and secured in its own way. This strategy can include methods such as biometric and multifactor authentication, data encryption, real-time transaction monitoring, and secure channel architecture. Employe training is also critical to closing gaps and ensuring compliance.
Customers love omnichannel service because it delivers personalized experiences, reduces friction with call center reps, and fulfills banking services in a more timely fashion. Experiencing this level of interaction with banks results in stronger customer relationships and increased customer loyalty.
For marketing purposes, opti-channel banking can lead to higher short-term revenue and more conversions. It optimizes a single channel to be the most effective for where each person is in the customer journey. Sometimes this can depend on the region or other customer segments.
But success with this approach can be short-lived because the channels the data suggests “work” the best might not always be the actual preferred channels of your customers.
Omnichannel strategies deliver longer-term value. They ensure people get a consistent, positive customer experience on their preferred channels, leading to higher satisfaction and retention.
Yes. Banks of all sizes can set up omnichannel communication strategies. Enterprise-level banks may have more funds to incorporate more channels faster, but banks of all sizes can utilize the most effective modern channels, such as RCS, AI chatbots, and mobile messaging. The key is prioritizing integration and consistency across whichever channels you use.
Yes, integration and compliance challenges exist. But the financial services industry is moving decisively towards omnichannel, as highlighted in the State of customer communications report.
Most banking leaders are already considering many of the channels that make an omnichannel approach possible. And when those channels work together, customers notice. They experience each one when it’s best for their needs – without friction, repetition, or doubt.
The financial institutions that thrive in the next decade will be the ones using omnichannel communications to connect and converse with customers in a secure environment.
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