Customer Data: The Unspoken Hero Behind an Exceptional Digital CX in Financial Services

Banks deliver personalized experiences and real-time insights that drive revenue-positive customer behaviors. How? With trustworthy customer data.

In our opinion, the Gartner^® Financial Services Cases to Improve Digital Customer Experience report discusses how financial institutions are transforming digital customer experiences — and achieving measurable results — through contextualization.

The research examines banks that have successfully optimized their digital investments by delivering what Gartner calls "contextualized digital support": understanding customer needs, offering personalized guidance, respecting customers' time and providing proactive support — all powered by customer data.

We feel these cases show that banks did more than simply invest in digital channels. They prioritized personalization, real-time decision-making and proactive engagement fueled by reliable customer data.

When financial providers offer customers contextualized digital support, customers reward the organization with revenue-positive behaviors.

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Beyond the insights in the report is the strong data foundation that we believe made these outcomes possible. Whether it’s personalization, smarter decision-making or proactive engagement, they all require a single, unified view of every customer across every account, interaction and touchpoint.

Simply put, without governed, trustworthy data, your digital initiatives — like contextualization and delivering a stellar digital customer experience — will fall short. It’s not about whether to invest in CX but whether you have the data foundation to support it.

See what's possible with a strong data foundation

Download the report to explore real-world examples of how banks have delivered measurable digital customer experiences through contextualized digital support.

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Gartner, Inc. Financial Services Cases to Improve Digital Customer Experience. Van To. 19 March 2025

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