Behavioural Segmentation and Next-Best-Action Modelling: AI-Enhanced Customer Relationship Management Frameworks in Retail Banking
Keywords:
behavioural segmentation, next-best-action modelling, ai-enhanced customer relationship management frameworks, retail banking, machine learningAbstract
Customer Relationship Management (CRM) has always played a crucial role in various industries, but it is more vital for banks due to the increasing competition they face today. Not only does having effective CRM help to retain the existing customer base, but it also helps build stronger, long-lasting relationships with customers. These relationships can add significant value through cross-selling and up-selling products and services.Downloads
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