In a world of technological innovation, customer personalisation is no longer a nice-to-have; it is critical to success. You only need to look at the growth of Amazon and Netflix to understand how deeply rooted personalisation has become in the customer experience. 

Against this backdrop, the financial services industry can no longer afford to operate as it has in the past. Traditionally slow to adopt technology, banks are finding themselves under increasing pressure to mirror the hyper-personalised, seamless experiences customers have come to expect across other sectors. Growing competition from fintechs and challenger banks has only increased this urgency. 

A report by Salesforce revealed extremely low satisfaction levels among banking customers, with just 21% reporting being fully satisfied with their institution’s personalisation efforts.