Krzysztof Pałuszyński is Deputy Director of Omnichannel Banking at mBank. He tells Qorus and Wavestone how they utilize data in order to enhance their customer experience.
In your opinion, how does the use of data and the personalization of offers and paths respond to development or loyalty issues for your organization? What transformation does this evolution presuppose?
The more personalized the communication, the more effectively it engages and reaches the customer.
In digital era the word 'personalization' has taken on a new meaning. Today, when you say 'personalization' you think rather, about 'auto-personalization’.
Implementing auto-personalization on a large scale requires banks to have significant tools, resources and analytical facilities to process complex data across all customer segments.