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TCS Digital Software & Solutions Group

Providing compelling, personalized experiences is key to survival for retail banks.

In the lead into Forrester’s research, DS&S Group describes how leveraging data-driven insights and taking an outside-in approach can help banks deliver personalized experiences that build enduring customer relationships and set them apart from the competition.

How Analytics Drives Customer Life-Cycle Management

Forrester

With the growing importance of customer insights (CI) in organizations, the role of analytics to extract insight and embed it back into organizational processes is at the forefront of business transformation.

Yet marketers often focus their measurement and analytics initiatives on customer acquisition only, with a limited view of the entire customer life cycle.

CI pros should deploy analytical techniques across the customer life cycle to grow existing customer relationships and provide insight into future behavior.