A couple of years ago, the Indian banking industry found itself at the intersection of technological disruptions, changing customer behavior and the emergence of unconventional competition. Consumers’ day- to-day dealings with the likes of Amazon and Google, had raised the bar of customer expectations from their banks in terms of speed, accessibility and personalization across all digital channels. With customers’ appetite for new technology altering the way they consumed banking services (think mobile banking, payments and more), consumers demanded the same level of highly individualized experience from their banks, on any channel, from anywhere, at any time. Around the same time, the market saw the advent of fintech and non-bank players who had started to encroach upon the market share of banks.
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