The EFMA published this infographic on the digitisation of retail banking to tease its upcoming study on ‘banks’ evolution to customer-driven sales’ in partnership with Mysis.
The EFMA will publish in July 2015 their study on ‘Customer-centric, product-centric, sales-centric: Banks’ evolution to customer-driven sales‘.
Efma database research highlights that the number one management priority for retail banks is ‘grow revenues’, and a close second is ‘improve customer service’.
This study will analyse how closely the two are tied – and is ‘customer centricity’ a PR stunt that is detracting banks from their primary focus of revenue generation? Are banks deploying resources at the most effective areas, in order to meet their strategic objectives?
The purpose of this study made by Efma in collaboration with Misys is to understand:
- Is customer-centricity distracting banks from making sales? • How can banks harness contextual marketing to create greater sales success?
- How can advances in consumer technology – mobile, wearables, augmented reality – be effectively used for trigger-based marketing?
- Is technological inflexibility constraining banks’ ability to launch new products, services, features?