Tablets Penetrate the Customer Advisory Process: A Case from a Swiss Private Bank

Ranging from customer service to board presentations, tablets increasingly penetrate the customer advisory process. Past research on mobile banking solutions focused on their potentials in an educational setting, on the advisory process, or on the design of a tablet solution in the retail banking sector. However, little research exists on the impact of tablets on the advisory process in private banking. We qualitatively examined the changes in the advisory process caused by the introduction of tablets in private banking. To that end, we describe the case of a Swiss Private Bank, which introduced tablets into its advisory process and underwent the transformation from a paper‐based to a tablet‐supported customer counselling.