Customers: Unknown Entities!

Stefanie Auge-Dickhut, Bernhard Koye and Axel Liebetrau
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Stefanie Auge-Dickhut: Swiss Institute for Financial Education
Bernhard Koye: Swiss Institute for Financial Education
Axel Liebetrau: BIG - Banking Innovation Group GmbH

Chapter 1 in Customer Value Generation in Banking, 2016, pp 3-20 from Springer

Abstract: Abstract In order to analyse the importance of the change from a seller’s to a buyer’s market, it is necessary to understand the guidelines of customer behaviour in the digital age. The danger here is that the experiences of the past may be perpetuated. But even where it is possible to approach the customer in an innovative manner, there is still no guarantee that future-viable solutions will emerge. Customers cannot be expected to know in advance the innovative solutions to their needs. All that people wished for prior to the invention of the automobile were faster horses; before the introduction of the PC they sought more flexible data processing, and before the advent of the iPhone the integrated use of all data. This chapter outlines the trends that influence customers (see Sect. 1.1) and the “blunders” intrinsic to the development of a modern understanding of the customer (see Sect. 1.2).

Keywords: Customer Satisfaction; Banking Sector; Loss Aversion; Customer Behaviour; Design Thinking (search for similar items in EconPapers)
Date: 2016
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DOI: 10.1007/978-3-319-19938-2_1

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