Abstract

Digitalization has had a decisive impact on communication and the relationship between companies and customers. The new digital strategies are leading the various sectors, including the banking sector, towards different horizons, made up of a mixture of past, present and future. The term phygital is a crasis between the English words “physicalµ and “digitalµ, it focuses on the customer experience through physical and digital touchpoints to translate them into an integrated experience. Only an integrated human and digital communication at the same time, can make a difference also in the banking sector in terms of new knowledge, new points of contact and profitability.