Customer Experience in the Banking Industry

Abstract

The integration of environmental factors and the total output of products and services demanded by the customer constitute the concept of customer experience. Due to the intensity of competition, banks' adaptation to technological innovations to meet customer expectations increases the sustainability of banks. This process must be compatible with the existing infrastructure and activities of the bank to meet customer experiences. Moreover, increasing the service quality of banks based on customer experiences depends on proactive solution proposals. This chapter discusses digital transformation in the banking industry, ICTs for strategic management, and the opportunities that marketing presents to customer experiences. The main purpose of this chapter is to focus on the development of proactive digital applications in the industry in explaining the concept of customer experience. Therefore, it is thought that this chapter will make an important contribution to the literature.