The Banking Customer Journey: 5 Pillars of Success

The banking industry has been talking about improving the customer experience
with customer-centric banking for a long time. Over recent years, a gap has
appeared between innovative digital leaders and those who have been slower to
join the digital revolution.

What is it that industry innovators and leaders are doing to widen the gap?

• They focus on delivering compelling customer experiences that engage with
customers rather than using digital as a cost-saving device.
• They put the customer before the process, and allow user requirements to
drive changes.
• Digital leaders create innovative and connected digital products that enable
users to interact on their own terms.
• Advanced analytics and machine learning are exploited to personalize the
experience by understanding how a customer’s interactions correlate with
the paths of others.


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