The attention paid by industry players to "owning the customer relationship" smacks, frankly, of irony. Is it possible for a bank to own customers it doesn't really know?

Hardly, which is why some banks are turning to consumer market research experts to help them do a better job digging up customer information. This will enable banks to build detailed customer profiles, which, in turn, means they can better serve their customers. This is where the relationship part comes in.

Limited Time Offer

Save $400 off your subscription. Special offer ends April 30, 2017.

14-Day Free Trial

No credit card required. Complete access to articles, breaking news and industry data.