Customer journey analytics for the financial sector. How do customers make decisions regarding their bank?

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The financial industry is facing wide-ranging changes due to historically low interest rates, higher regulation and the rise of online banks and digitization. Traditional retail banks have been losing market share, bank branches have been merged as well as products and services changed. Christopher Roßmann shows how important it is that banks understand their customers' decision-making process. Therefore, he conducts a customer journey analysis for the German saving bank. He focusses on comprehensive bank consultations. Roßmann uncovers reasons for a low perception of the consultation approach by customers. In his book, he provides improvement proposals for several units of the bank and develops an improved target vision for the customer journey. In this book: - Sparkasse; - Sparkassen-Finanzkonzept; - process management; - product management; - marketing; - UX