Background
Financial services organisations are starting to overcome the traditional product silos to become more customer centric. Banks in particular have recognised the need to deepen customer relationships and grow the profitability of their existing customer base.
Key findings
This point of view demonstrates how the use of analytics is helping organisations to understand customers' changing needs and manage conversations with customers consistently across channels. By balancing the needs of the customer and the needs of the bank, real time decisioning allows banks to identify the most relevant next best action in each interaction with a customer to improve customer experience and drive growth.
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Next best action - Driving customer value through a rich and relevant multichannel experience in financial services (PDF)
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