Application of multichannel access and customer journey map in the context of innovative business projects

Abstract

The rapid spread of financial technologies was significantly affected by the 2008 economic crisis. During the crisis, people's confidence in banking was severely weakened. The decisions taken by the banks were blamed for the economic crisis. At the same time, new technologies (such as blockchain technology, artificial intelligence, alternative payments, etc.) have emerged or reached maturity, bringing competitive prices and quality of service to the market, as well as the proliferation of smartphones made technologies easily accessible to consumers. The innovative projects were started to grow. One of the most innovative fields of business became the financial technology sector. The fintech sector created a variety of innovative business projects that became big and famous companies. The fintech sector, like most other innovative businesses, is engaged mainly in the provision of remote services. This mode of service has reached its maturity during the Covid-19 global pandemic. Nowadays, remote customer service has taken on a new meaning and quality in the world. Most companies provide remote customer consultations (video calls, correspondence on various online platforms, etc.), customers have conditions to receive goods or services with as little contact between individuals as possible. The Fintech sector had already gained experience in this type of customer service because most of the businesses in the sector had the experience of this type of customer service before the global pandemic. The article examines the global development of fintech, the main multichannel access channels in the fintech sector, the relevance of customer life cycle and customer journey in the fintech sector, the customer's experience from the customer's journey perspective in the fintech sector. Methodology and results of the organized research are presented in the article. The customer's life cycle matrix and customer's journey map are created in the article.