{"id":2708,"date":"2014-05-16T17:41:33","date_gmt":"2014-05-16T12:11:33","guid":{"rendered":"http:\/\/sketharaman.com\/blog\/?p=2708"},"modified":"2020-09-03T19:43:28","modified_gmt":"2020-09-03T14:13:28","slug":"omnichannel-fiasco-1-standard-chartered-credit-card","status":"publish","type":"post","link":"https:\/\/sketharaman.com\/blog\/2014\/05\/16\/omnichannel-fiasco-1-standard-chartered-credit-card\/","title":{"rendered":"Omnichannel Fiasco #1: Standard Chartered Credit Card"},"content":{"rendered":"<p>I recently went through two omnichannel experiences, one that started well but went downhill thereafter, and another that was a disaster right from the beginning.<\/p>\n<p>Before I deep dive into my experiences, here&#8217;s a quick working definition of omnichannel:<\/p>\n<blockquote><p>Omnichannel is where a single business process is deliberately split across multiple channels so that each channel does what it&#8217;s really good at and every channel hop appears natural to the customer.<\/p><\/blockquote>\n<p>Shopping behaviors like ROBO (Research Online Buy Offline), Showrooming (Research in store and buy online) and ROMBOW (Research On Mobile, Buy On Web) are a few examples of omnichannel. Click <strong><a href=\"https:\/\/gtm360.com\/blog\/?s=omnichannel\" target=\"_blank\" rel=\"noopener noreferrer\">here<\/a><\/strong> for more on omnichannel, especially about how it differs from multichannel.<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Move over ROBO and Showrooming. Welcome ROMBOW: The newest category of shoppers who Research On Mobile but Buy On Web.<\/p>\n<p>&mdash; GTM360 (@GTM360) <a href=\"https:\/\/twitter.com\/GTM360\/status\/423462152314585089?ref_src=twsrc%5Etfw\">January 15, 2014<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>In this post, I&#8217;ll describe my first omnichannel fiasco.<\/p>\n<p>&#8212;&#8212;&#8212;-<\/p>\n<p>I recently applied online for a Standard Chartered Bank credit card.<\/p>\n<p>After filling out my personal information, I came to the stage where I had to submit KYC documentation.<\/p>\n<p><a href=\"https:\/\/gtm360.com\/blog\/wp-content\/uploads\/2014\/02\/fiasco-fi-1.jpg\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-1487 size-medium\" src=\"https:\/\/gtm360.com\/blog\/wp-content\/uploads\/2014\/02\/fiasco-fi-1-200x88.jpg\" alt=\"\" width=\"200\" height=\"88\" \/><\/a>Now, I know that you can scan documents and upload them online but I always have a problem with scanning passport, drivers license and any other document used for ID and address proof &#8211; the photograph inevitably appears smudged. Therefore, I&#8217;m not a fan of online uploads of KYC documentation.<\/p>\n<p>Looks like I&#8217;m not alone since the portal didn&#8217;t have any UPLOAD DOCUMENTS button at all. Instead, it asked me to grant an appointment when someone from the bank would visit me and collect my documents in person.<\/p>\n<p>I loved it that here was a bank that anticipated my preferences. I clicked the appointment button and checked an available slot on the calendar. It was the peak of my omnichannel experience.<\/p>\n<p>But things rapidly went downhill from then on.<\/p>\n<p>No one from the bank visited me on the said date and time.\u00a0Several weeks have passed since then. I haven&#8217;t heard from the bank.<\/p>\n<p>I tweeted a complaint but there&#8217;s radio silence from the bank&#8217;s side.<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">I thought I saw a great ex of omnichannel banking from <a href=\"https:\/\/twitter.com\/StanChart?ref_src=twsrc%5Etfw\">@StanChart<\/a> until I realized that it hasn&#39;t collected my documents for &gt;3 weeks.<\/p>\n<p>&mdash; GTM360 (@GTM360) <a href=\"https:\/\/twitter.com\/GTM360\/status\/408242167472472064?ref_src=twsrc%5Etfw\">December 4, 2013<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>By now, I&#8217;ve given up on my application. Since credit card is a buyer&#8217;s market, I can easily get one from any number of other banks. So, the loss is not mine.<\/p>\n<p>In my next post, I&#8217;ll describe my second omnichannel experience that was a fiasco from the word go. Watch this space.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I recently went through two omnichannel experiences, one that started well but went downhill thereafter, and another that was a disaster right from the beginning. Before I deep dive into&hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,7,1],"tags":[],"class_list":["post-2708","post","type-post","status-publish","format-standard","hentry","category-b2-product-v-services","category-bfsi","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/sketharaman.com\/blog\/wp-json\/wp\/v2\/posts\/2708","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sketharaman.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sketharaman.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sketharaman.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/sketharaman.com\/blog\/wp-json\/wp\/v2\/comments?post=2708"}],"version-history":[{"count":0,"href":"https:\/\/sketharaman.com\/blog\/wp-json\/wp\/v2\/posts\/2708\/revisions"}],"wp:attachment":[{"href":"https:\/\/sketharaman.com\/blog\/wp-json\/wp\/v2\/media?parent=2708"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sketharaman.com\/blog\/wp-json\/wp\/v2\/categories?post=2708"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sketharaman.com\/blog\/wp-json\/wp\/v2\/tags?post=2708"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}