It’s easy to take steps forward and to keep moving closer to the customer when the road is straight and clear of obstacles. But when things change course, the only way to maintain forward momentum is through the intelligent use of data. Customer insights will ultimately provide the map your organization needs to navigate new terrain and to do so without losing sight of the people your business ultimately serves.

And while data is the only foundation on which today’s CX delivery can be built, as fintechs and neobanks are discovering, customer insights revert to zeros and ones very quickly if your organization doesn’t have the capabilities, expertise or available funds to craft the CX that the data describes.

And this is why partnership is crucial for all financial services brands. With the right support, any organization can harness and operationalize data and use it to build a customer experience that prioritizes the human touch, meets expectations and reflects the challenges that consumers around the world are grappling with.

The right approach to customer experience reduces customer churn, increases loyalty and lifetime value, and ­— when budgets are shrinking, scrutiny is increasing and regulations are growing — reduces the cost to serve.