Five years ago, banking’s Holy Grail was knowing customers and providing them with the best offers. Today, the goal is still knowing customers — but the ultimate goal is providing the best customer experience. That may involve an offer – or it might be something else. And figuring out what to do with that customer, in real-time, across a growing number of products, services and channels (mobile, online, call center, branches) is no mean feat.
So how do banks decide what an individual....