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01 February 2021
The economic case for creativity in tech
Category disruption
Digital transformation
Banks
In the Australian banking industry, digital transformation has been effectively ‘templatised’, leading to undifferentiated experiences – investment in digital creativity is necessary to create long-term stakeholder value, says Mindshare Australia’s Tanvi Singh.
Why it matters
- Singh argues that undifferentiated CX doesn’t incentivise customers to switch but superior and differentiated CX experience pulls more customers into a brand while retaining the loyalists, so creating a clear advantage for the CX leader.
- She points to the contrast between legacy banks and fintechs, citing an Oliver Wyman report that found the top fintech firms, while smaller, grew six-fold over the last decade compared...
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