Digital Technologies Supporting the Development of the Omnichannel Model in the Financial Sector

Barbara Wyrzykowska, Leszek Borowiec and Karol Sikora

European Research Studies Journal, 2024, vol. XXVII, issue 3, 1008-1021

Abstract: Purpose: The main objective of the article was to evaluate the use of digital technologies in enterprises operating under an omnichannel model within the financial sector, with a particular focus on the methods of their implementation and their impact on improving customer experiences. Design/Methodology/Approach: The research was divided into two stages. The first stage utilized literature related to the omnichannel model and digital technologies. In the second stage, information was gathered from the websites of selected companies and their publicly available financial and non-financial reports. Additionally, in-depth interviews were conducted with board members and IT department managers. Findings: Digital technologies are crucial for the effective implementation and functioning of the omnichannel model in financial sector enterprises. Specifically, the analysis revealed that companies employ a range of innovative technologies, including artificial intelligence, Internet of Things (IoT), cloud computing, Big Data, blockchain, and VR/AR, which support both customer service processes and operational optimization. The implementation of these technologies ensures a consistent customer experience across various communication channels. Practical implications: The research indicates that implementing modern technological solutions contributes to improving process efficiency, personalizing services, and increasing customer satisfaction. These implications are particularly significant for companies aiming to leverage the omnichannel model as a tool for building competitive advantage. Originality/value: The study combines an analysis of innovative technologies such as AI, IoT, blockchain, Big Data, and cloud computing with their implementation in real business processes at companies like PZU SA and ING Bank Śląski.

Keywords: Digital technologies; omnichannel model; financial sector; customer experiences. (search for similar items in EconPapers)
JEL-codes: G21 L86 M15 O33 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:ers:journl:v:xxvii:y:2024:i:3:p:1008-1021

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