Designing a model to use Omnichannel in banking industry based on BIAN framework

Abstract

Over the past few years, the rapid growth of financial services and changes in customer requirements have laid the groundwork for digital channel expansion. Omnichannel is an approach that assists banks to collect customer information based on their activities in different channels and provides an integrated and unified customer experience. Currently, most banking services are developed without a sufficient understanding of customer experiences and activities, and each channel is considered separately. BIAN is a service-oriented enterprise architecture framework specified for the banking industry, the main element of which is service domains. Each service domain is a specific area of business, the combination of these service domains covers different banking business scenarios. This paper proposes a model that uses Omnichannel in the banking industry based on the BIAN framework. The proposed model use BIAN business domains to provide an integrated and optimal interaction between different banking channels in order to improve the customer experience, improve customer retention rates, upgrade the quality of banking services and profitability by analyzing customer behavior, marketing and forecasting needs. In order to explain the application of the proposed model and evaluate its executive validity, the business scenario of opening a current account is considered.