Banks face many challenges today: low interest rates, the digital transformation, as well as competition from disruptive business models. In this context, Kantonalbank, which is regionally very well-established, asked which touchpoints were most relevant for winning new customers on the one hand, and for daily customer interactions on the other. The focus was particularly on the younger customer segments, which are important to Kantonalbank’s brand positioning. Another question was where to place the emphasis when it comes to digitalisation. Using 360°Touchpoint analysis, the reach and relevance of different touchpoints became clear for both areas: new customer acquisition and existing customer experience.
