Customer-focused retail banking

According to the findings of a study by the SAS and Peppers & Rogers Group, retail banks stress more on product lines rather than on customer value. The research states that for retail banks to obtain competitive advantage, they need to shift their focus to the customer instead of the products.

However, the research also found that banks did factor in customer value into their decision making and strategic planning. The methods and tools for evaluating customer value varied between institutions. The research found that very few banks were actually built around customer value and that the majority of customer value applications were tactical rather strategic in nature.