Customer segmentation central to success in digital banking
Banks have been struggling to work out the balance between the potential of new technologies, and the propensity (or otherwise) of customers to use them. After years of standardisation between platforms, the answer may actually be to carefully analyse and categorise customers based on their digital propensity and level of financial engagement – and to make sure that each kind of customer is handled differently, according to a new report by analyst firm Celent.
