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As smartphones expanded consumer accessibility, fintech initiated diverse innovative business projects and relied heavily on remote service delivery. During and after the Covid-19 pandemic, remote customer consultations became central, and fintech drew on prior experience to support seamless customer experiences. The article analyzes fintech’s development, multichannel access channels, the role of customer life cycle and journey, and presents created life-cycle matrix and journey map results.",{"@graph":63,"@context":119},[64,80,102],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,71,74,77],{"item":68,"name":69,"@type":70,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":72,"name":10,"@type":70,"position":73},"https://docshare.wps.com/template/",2,{"item":75,"name":11,"@type":70,"position":76},"https://docshare.wps.com/template/presentations/",3,{"item":78,"name":59,"@type":70,"position":79},"https://docshare.wps.com/template/application-of-multichannel-access-and-customer-journey-map-in-the-context-of-innovative-business-projects/356081/",4,{"url":78,"name":59,"@type":81,"image":82,"author":87,"headline":59,"publisher":90,"fileFormat":93,"inLanguage":57,"description":61,"dateModified":94,"datePublished":95,"encodingFormat":93,"isAccessibleForFree":96,"interactionStatistic":97},"DigitalDocument",{"url":83,"@type":84,"width":85,"height":86},"https://docshare.wps.com/thumbnails/application-of-multichannel-access-and-customer-journey-map-in-the-context-of-innovative-business-projects/356081.png","ImageObject",442,249,{"name":88,"@type":89},"eBook King","Person",{"url":68,"name":91,"@type":92},"DocShare","Organization","application/pdf","2026-10-22","2026-09-23",true,{"@type":98,"interactionType":99,"userInteractionCount":101},"InteractionCounter",{"@type":100},"ViewAction",6,{"@type":103,"mainEntity":104},"FAQPage",[105,111,115],{"name":106,"@type":107,"acceptedAnswer":108},"What external factors accelerated fintech development and remote service adoption?","Question",{"text":109,"@type":110},"The 2008 crisis weakened trust in banking, while new technologies such as blockchain and AI matured and smartphones made them accessible. The Covid-19 pandemic further increased the importance of remote customer service.","Answer",{"name":112,"@type":107,"acceptedAnswer":113},"Which core concepts does the article focus on in fintech?",{"text":114,"@type":110},"The article focuses on global fintech development, multichannel access channels, and the relevance of customer life cycle and customer journey. It also examines customer experience from the journey perspective.",{"name":116,"@type":107,"acceptedAnswer":117},"What outputs are created through the organized research?",{"text":118,"@type":110},"The study creates a customer life cycle matrix and a customer journey map for the fintech context, presenting methodology and research results.","https://schema.org",{"og:url":78,"og:type":121,"og:title":59,"og:site_name":91,"og:description":61},"article",{"robots":123,"canonical":78},"index,follow",{"doc_id":125,"site_id":56},356081,1791776586,{"code":4,"msg":5,"data":128},{"doc_id":125,"user_id":129,"nickname":88,"user_avatar":130,"doc_module":9,"category_id":8,"category_name":11,"doc_title":59,"doc_description":61,"doc_content":131,"file_id":132,"file_url":133,"file_type":134,"file_size":135,"view_count":101,"is_deleted":4,"is_public":9,"is_downloadable":9,"audit_status":9,"page_count":45,"language":136,"language_code":57,"site_id":56,"html_lang":57,"table_of_contents":137,"faqs":138,"seo_title":139,"seo_description":61,"update_tm":140,"read_time":141},962088006270,"https://ap-avatar.wpscdn.com/davatar_085a072bc5b1113ac321206ff7593b45","ISSN 2709-9210  \nJournal of Service, Innovation and Sustainable Development  \nVol. 2 (2021) No. 1, pp. 100-120 DOI:10.33168/SISD.2021.0109  \nApplication of Multichannel Access and Customer Journey Map in the Context of Innovative Business  \nProjects  \nKristina Retkutė, Vida Davidavičienė  \nVilnius Gediminas Technical University, Faculty of Business Management, Saulėtekio al. 11, LT-10223 Vilnius, Lithuania  \n[kristina.retkute@gmail.com](kristina.retkute@gmail.com1)[1](kristina.retkute@gmail.com1), [vida.davidaviciene@vilniustech.lt](vida.davidaviciene@vilniustech.lt 2)[ 2](vida.davidaviciene@vilniustech.lt 2)  \nAbstract. 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 offintech, 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.  \nKeywords: Customer life cycle, multichannel access, digital access, innovative projects, remote access, fintech, digital channels, customer journey map, digital media..  \n1. Introduction  \nCompanies in the Fintech sector tended to choose electronic channels for advertising to reach the customer and advertise even before the pandemic. This typeof advertisement focuses on the target consumer - the person interested and using innovative technologies (Sahay et al., 2020) . Regarding meant facts fintech sector is closely linked to the existence of electronic media. The organization has great potential for fast and convenient advertising, and the customer is given the opportunity for effective communication and problem-solving. With the global Covid-19 crisis in 2020, the media has become particularly important for daily tasks. Learning was ported to remote channels; most people started working from home with the help of a variety of media. Some groups of people have become highly marginalized (individual high-risk groups), so communication through the media has become the only way to communicate between different people (Abel & McQueen, 2020) . Shopping has largely shifted to remote channels as the society is ordering online and trying to avoid contact or obtaining relevant goods due to the pandemic, making multichannel access and e-media a daily task for most businesses to stay afl","cbCaimlvszgdypJR","https://ap.wps.com/l/cbCaimlvszgdypJR","pdf",478551,"English","# 1. Introduction\n## Research aim and relevance\n## Problem context and consumer behavior\n## Study scope and lack of prior research","[{\"question\":\"What external factors accelerated fintech development and remote service adoption?\",\"answer\":\"The 2008 crisis weakened trust in banking, while new technologies such as blockchain and AI matured and smartphones made them accessible. The Covid-19 pandemic further increased the importance of remote customer service.\"},{\"question\":\"Which core concepts does the article focus on in fintech?\",\"answer\":\"The article focuses on global fintech development, multichannel access channels, and the relevance of customer life cycle and customer journey. It also examines customer experience from the journey perspective.\"},{\"question\":\"What outputs are created through the organized research?\",\"answer\":\"The study creates a customer life cycle matrix and a customer journey map for the fintech context, presenting methodology and research results.\"}]","Application of Multichannel Access and Customer Journey Map in the Context of Innovative Business Projects | PDF",1790123339,7]