How can banks know what customers really want? Many banks plan to further invest in digital in 2015. It makes sense – digital is immediate, it’s always on, it’s a cost saver – and it pleases customers. The key is to give customers what they need, not only what they say they need. Behavioral economics research allows us to do this and to differentiate between declared and revealed preferences – what customers say they want, vs. what they really want – to engage with customers in a meaningful manner.
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