Customer engagement: Transforming the business in the age of the client

Matteo Acquaro

Journal of Digital Banking, 2017, vol. 2, issue 2, 156-162

Abstract: Through new technologies, customers have constant access to all the information they need. In recent years, FinTech companies and start-ups have taken part in this transformation process, changing the ecosystem in which banks operate (ie lending, crowdfunding, payments, e-commerce, personal finance management [PFM]), and attracting new customers with superior customer service. This paper discusses how Intesa Sanpaolo underwent a complete digital transformation, driven not just by technology improvement, but starting from customer needs and the goal of improving their experience. Collaborating with FinTech companies, Intesa Sanpaolo has developed new services and completely redesigned the digital experience. Leveraging an advanced customer relationship management (CRM), Intesa Sanpaolo engages in constant communication with customers, providing easy-to-use solutions for everyday operations and offering qualified advice in the important moments of life. The result is an increase in customer satisfaction, making Intesa Sanpaolo the leading traditional bank in terms of Net Promoter Score in Italy as well as one of the seven most advanced global players in terms of the depth of their digital transformation.

Keywords: digital transformation; FinTech; Innovation Center; customer-centricity; customer experience; multichannel approach; voice of customer; personalised offer; customer journey (search for similar items in EconPapers)
JEL-codes: E5 G2 (search for similar items in EconPapers)
Date: 2017
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