CUSTOMER LOYALTY IN THE AGE OF THE DIGITAL BANK
The emergence of new entrants to the market using new technology and constantly evolving customer expectations have led to increased competition within the banking industry and, as a consequence, a high customer churn, both among incumbents and new entrants. Maintaining and sustaining profitable customer relationships has therefore become more important than ever for banks to survive. The preferred strategy to stem this churn and maintain customer relationships is to use digital technology to improve the customer experience and strengthen the relationship with the bank.
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