To keep up with customer demand for banking online, the banking industry has been in a frenzy to create the best digital customer experience.

Customers want engaging, personalized digital service on their own schedule. Financial institutions that deliver it see results: A recent McKinsey analysis shows that the top-quartile banks in experience in the United States have had meaningfully higher deposit growth over the past three years and that the few “experience leaders” are generating higher growth than their peers. In fact, highly satisfied customers of those financial institutions are two-and-a-half times more likely to buy new banking products with their existing bank than those who report being just satisfied.


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