Manage HR Magazine | Friday, October 03, 2025
Fremont, CA: By reason of the bulk of digital channels, financial institutions now have increased access to banking data that can be employed to entice and retain customers. That's an advantage, but based on CSI's 2021 Banking Priorities Survey, while numerous banks and credit unions feel efficient customer data use a top tactical priority, most rate themselves as average or poor at employing big data today.
Let's study the basic steps contributing to an improved customer experience.
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Linking the Dots with Data
The saying "a photo is worth a thousand words" could not be more correct regarding data. Unfortunately, numerous financial institutions diverge data across divisions, and this segmentation just tells a piece of the customer story. However, the value of an institution's data is directly magnified by linking data from each department to notice the big picture.
A data expert should realize one's institution's complete data set and employ analytics tools to present a complete picture of the customer journey. While department heads will rely on this expert's understanding, a bank's data will often be bigger than any one person's. Thus, a successful data plan should incorporate almost every financial institution branch to provide useful feedback to determine the institution's strategic vision.
Assessing an Institution's Data Segmentation
There are two major types of segmentation to view: transactional data and behavioral data.
Undoubtedly, transactional data is the complete set of intelligence open to any financial institution. It processes loan balances, the customer information file (CIF), account balances, and other banking-associated details. This data is growingly being gathered through digital channels like mobile banking apps, digital loan applications, ATMs, and in-person transactions.
Conversely, behavioral data is non-transactional and presents insight into customers' spending habits, requirements, and desires. This data comprises anecdotal experiences and touchpoints within a company. Behavioral data is gathered through a bank's customer relationship management (CRM) platform or third-party integrations.
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