The competition landscape of finance is changing fast and it has
never been so important for the finance industry to truly
understand their customers. Customer-Centric Innovation in Finance
helps finance and fintech innovators understand customers'
behavioural motivations to drive effective product development.
Relying on quantitative data is not enough: numbers can be great at
telling us what people are doing but they often fail to explain why
people do what they do. And if a service doesn't exist yet, there
is no data to tell us how people use it. Human insights,
behavioural science and qualitative data add immense value to
product development. Readers will learn to innovate smarter by
getting a firm understanding of why customers like their solutions
and how they adapt them to suit their needs. The book presents
real-life examples throughout of how customers are changing their
behaviour in response to a fast-evolving financial landscape and
provides practical advice on how to transform such insights into
innovation. It explores how to produce customer insights for
services that don't exist yet, for instance Central Bank Digital
Currencies (CBDCs). It also provides descriptions of hands-on tools
to build new insights and apply them to innovation and of
methodologies such as portable kits, personas, digital ethnography,
observations and interviews.
General
| Imprint: |
Kogan Page
|
| Country of origin: |
United Kingdom |
| Release date: |
May 2024 |
| First published: |
2024 |
| Authors: |
Erin B. Taylor
• Anette Broløs
|
| Dimensions: |
234 x 156mm (L x W) |
| Pages: |
288 |
| ISBN-13: |
978-1-398-61387-4 |
| Categories: |
Books
|
| LSN: |
1-398-61387-8 |
| Barcode: |
9781398613874 |
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