How hyper-personalisation is fuelling digital banking’s second wave

John Waupsh
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John Waupsh: Nerve, USA

Journal of Digital Banking, 2022, vol. 7, issue 2, 122-128

Abstract: Financial services organisations will live and die by audience connection. In a world where one’s customers (and even prospective customers) double as brand ambassadors, digging into the details and understanding their mindset is important. With a wide-open playing field unencumbered by geographical boundaries, market entrants cannot afford to be niche averse. This paper dives into the need for neobanks and traditional banks alike to embrace personalisation and market niches to build trust and grow their business. The paper provides examples and suggestions for financial service leaders looking to build stronger experiences with their customer base through hyper-personalisation.

Keywords: digital banking; niche banking; neobanks; customer experience (search for similar items in EconPapers)
JEL-codes: E5 G2 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdb000:y:2022:v:7:i:2:p:122-128

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