As the use of digital access channels increases, customers are providing banks with more and more personal data. Those institutions that leverage this raw material can anticipate customer needs before they arise and contact their customers individually, with tailored solutions. Data analytics helps banks translate data into information and achieve a holistic understanding of their customers. This is made possible by innovative analysis processes that derive specific sales and consulting impulses (e.g. Next Best Offer). With this 360° view of the customer, the retail bank can develop from a standardized product provider to an individual financial coach. Customer contact and thus also sales will become highly effective thanks to technology-supported individual customer care with mass-customizable performance. The mass customization approach will prevail in the retail banking of the future.
There aren’t that many projects to fund at the moment…. That’s why there’s a danger of “greenwashing.” . .