The change in customer behaviour and the new digital native segments highlight the need to improve our knowledge of them, in order to establish a better relationship between financial institutions and their clients and potential clients, optimise their loyalty through the personalisation of the product offer, and the design of micro-segmented communication campaigns. The incorporation of advanced analytics and artificial intelligence solutions, as well as the enrichment of internal data sources with external data sources, are the basis for personalising the communication strategy with clients based on an exhaustive knowledge of their relationship with the entity and the strategy for attracting potential clients.
Solutions based on advanced analytics that provide exhaustive knowledge of customer behaviour to improve customer loyalty based on advanced multichannel micro-segmentation, which gives us a 360º view of the customer, prediction of the customers state at each stage of their journey, focusing on churn and what causes it, among other aspects.