Marketers can no longer treat or view customers in aggregate, demographic categories. Making broad offers through fixed channels – once a perfectly acceptable course of action that, if done well, could help organizations keep their customers – now falls far short of what is needed to be an industry leader. You need to see customers as individuals whom you know well, and protect and serve like no other.
In order to succeed, banks must continue to be that trusted provider as always, protecting the customers’ financial and personal information. But, you need to understand your customers and know all aspects about them – behavior, context, interests and preferences – in order to properly “wow” them and turn them into advocates.
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