Most banks have the commercial model right. They don’t have the infrastructure to back it up.
In this article for The Financial Brand, Carson Kotnyek, Global Head of Industry Advisory at Zafin, examines why subscription and loyalty programs are underdelivering, not because the intent is wrong, but because the systems underneath them can’t give customers dynamic visibility into how their relationship with the bank is being recognized and rewarded.
The competitive frame has changed. Today’s most-watched financial relationships are built on visible, accumulating value: what a customer has, what it earns them, and what deepening that relationship unlocks. Banks that can’t reflect that in real time are leaving both loyalty and revenue on the table.
Read the full article, originally published on The Financial Brand.