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Customer journey transformation: The Customer Experience of the Future 23 November 2021

Over the past decade customer journey transformation has enabled financial services firms to pursue digital transformation that takes account of changes in customer expectations and behaviours, and new competitive challengers.

Though customer experience changed significantly as banks digitalised and mobilised their customer engagement models these initiatives were driven largely by a cost transformation agenda, and in many cases failed to deliver a meaningful return on investment, while average cost-to-income ratios have barely budged in the last decade. 

As a result, banks are shifting to focus on purpose-led customer journey transformation, powered by real customer insight. 

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