Football and the art of delivering a customer-centric business experience at Standard Chartered Bank

Mukta Lad

Standard Chartered Bank’s Pedro Sousa Cardoso shares how organisations can deliver an exceptional customer-centric experience by leveraging data-led insights inspired by the beautiful game.

A “solid data foundation” helps deliver exceptional customer-centric experiences, said Standard Chartered Bank’s Pedro Sousa Cardoso and, as in football, different tactics can be used to attain the goal of achieving the customer’s preference.

Cardoso, the bank’s executive director, SCBMB Board, global head group digital commerce, was speaking at the virtual Adobe Summit’s analytics, insights and activations track.

He pondered how customer behaviour has changed dramatically in the last year, when the expected growth of mobile adoption within two to three years happened in just 12 months.

“In Southeast Asia, we also saw a huge shift from non-digital to digital....

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