Omnikanałowość jako strategia obsługi klientów bankowych
Omnichannel as a Strategy of Customer Banking Service

Summary/Abstract: The aim of this article is to present and evaluate the possibility of providing financial services in the form of omnichannel as a result of adaptation of banks’ strategiesto new market conditions and their operating environment. The trend of abandoning traditional forms of customer prospecting is visible in most European Union countries and the forms with the scope of distribution channels used for banking services are gettinga subject to a constant process of changes and adaptation to customer needs. Changes in organizational structures of banks will result primarily from new expectations of customers, new technological solutions and regulatory requirements. The progressive digitization offinancial services is contributing to fundamental changes in the form of the distribution channels used for financial services and one of the most popular is becoming omnichannel. It consists in the provision by the bank of services that are fully integrated into one coherent environment, ensuring uniform and intermingling service processes. Omnichannel isa kind of process that combines both communication with the customer and distribution offinancial products and consists in the conversion of banking services, the ability to maintain the same relationship with the customer, regardless of whether he/she uses the services of a branch or contacts through a mobile application.

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