The financial industry is facing wide-ranging changes due to
historically low interest rates, higher regulation and the rise of
online banks and digitization. Traditional retail banks have been losing
market share, bank branches have been merged as well as products and
services changed. Christopher Roßmann shows how important it is that
banks understand their customers' decision-making process. Therefore, he
conducts a customer journey analysis for the German saving bank. He
focusses on comprehensive bank consultations. Roßmann uncovers reasons
for a low perception of the consultation approach by customers. In his
book, he provides improvement proposals for several units of the bank
and develops an improved target vision for the customer journey. In this
book: - Sparkasse; - Sparkassen-Finanzkonzept; - process management; -
product management; - marketing; - UX