CHARACTERISTICS OF GOOD TOUCHPOINTS AND THEIR IMPORTANCE FOR GERMAN FINANCIAL SERVICE PROVIDERS

Abstract

All German financial service providers work with omnichannel marketing and try to support the classic, traditional sales channel. This paper will help to understand and assess the relevance of digital touchpoints on the way to digital sales. Through targeted interviews and surveys, it will present the relevance of digital touchpoints and deduce how these digital touchpoints influence the customer in choosing a sales channel. Influencing factors will be shown and typologies of determinants will be highlighted that have an impact on the choice of sales channel. The results of the work can be used to devise sales and marketing strategies for managing customers.