Getting it Right: How To Drive Effective Customer Treatments

The development of customer treatments, in which banks create targeted offers, can significantly help attract new customers and augment relationships with current ones. Banks must, however, design the treatments with care so that they grow the franchise by identifying and attracting quality customers and deposits. Such insights are valuable to banks as they compete to attract new customers in an era of rising interest rates, increased competition for deposits and a shift to online activity. It is especially the case because banks must find a way to differentiate themselves with customers who previously may have selected a checking account or ...