Step 1 - Its about the customer, not the product
Its not about the channel either!
Many banks are struggling to stay relevant to their customers. Fundamentally, most products and channels are the same.
Those that are relevant have one thing in common - they truly engage with their customers and prospects to understand the dynamics of the relationship - and act accordingly.
Understand who your customers are, & what makes them ‘tick’.
Don’t guess, use direct human to human customer feedback & sentiment rather than simulated experiences made up by your people.
Address customers’ jobs to be done, problems & aspirations to be relevant.