TECH BUYER Feb 2020 - Tech Buyer Presentation - Doc # EUR245997120

Customer Segmentation in European Banking

By: Martin StillerSenior Research Analyst

On-line Presentation

Abstract

This IDC Presentation demonstrates that a bank’s key channel for sales and services is digital. However, the transition from human to digital interactions has forced banks to face new challenges, such as how to effectively sell products and how to recognize clients’ needs remotely. To become an adequate substitute for branches, digital channels should provide users with personalized and contextualized information.

The behavior-based segmentation (five archetypes of a European banking customer) and insights we offer in this study can help banks determine the right approach to driving engagement through digital channels. Universal banks in particular should consider trends in customer behavior to retain their customers and remain relevant in their addressable markets. The presentation can be used to develop unique customer experiences and channel-specific functionalities that address the needs of banks' target segments.


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