Throughout the global banking industry, innovators are using digital technology to turn marketing challenges into opportunities for high performance. Efma award winner mBank provides an excellent example. The Polish bank used information from its own customer service sites—including its website and mobile apps—to identify client needs based on digital behavioral data.

In what is essentially real time (within about three seconds), mBank identifies what clients are looking for (based on information they leave on the sites) and then provides proactive solutions using rules developed by a data-science team to deliver the information in a personalized format. This improves the success rate of mBank’s ongoing marketing campaigns.

The mBank initiative is a good example of how the agile banking model for retail distribution and marketing helps create an environment in which customers have more control.

The agile model is built on three blocks:

  • Customer obsession: Agile banks must have a deep understanding of customers and do everything based on a disciplined, customer-first perspective
  • Unconventional collaboration: Agile banks must take collaboration to a whole new level, changing why they collaborate, with whom and how
  • SWAT teams: Agile banks can anticipate and react to market demand at speed because they develop empowered innovation and execution teams with a bias for action

Retail banks such as mBank are in an excellent position to make the transition to agile distribution and marketing because they already have the three elements needed to do so. These are: a combined digital and physical presence, analytics insight (using the right customer data to create and test real-world scenarios, define markets and develop product formats) and an innovation jumpstart, often obtained by purchasing startups or using white-label capabilities to integrate into the value chain.

The agile bank can grow market share and reduce operational costs in exciting new ways. As mBank and others have found, giving customers what they really want creates new paths for retail banking and distribution in the digital era.

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