The banking industry is being transformed in response to the economic, regulatory, and technological forces around it. Business and individual consumers are finding themselves empowered in the transformation process, and banks are realizing that they have to compete to retain and grow their customer base. A strong customer orientation is an essential element to remain competitive in this environment, and Smarter Commerce, an approach developed by IBM to put the customer at the heart of business models, can help banks be more competitive. Banks that are using the approach are emerging as the leaders in today’s industry, while they shift away from product-oriented services toward offering personalized service.
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