Personalization vs Automation
Customers are engaging with financial services organizations in a much more sophisticated way than ever before, with the emergence of digital handing the power directly to the customer. But this is nothing new. What is new is how organizations are choosing to fight to not only win customers, but critically to retain customers, with emotional engagement, personalization, even individualization playing a key role in remaining competitive. But how are the biggest FS players delivering a personalized experience? Can this even be done without the use of automated systems to service their customers on a mass basis? And which is more critical – a personalized experience or the efficiencies of an automated experience?
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