Human Resources Development for the Use of Big Data Analytics in the Customer Business of German Banks

Abstract

Big data analytics (BDA) can be seen as a useful tool to gain valuable insights into the mindset and behaviour of potential and current customers. In banking, too, BDA is now considered a key factor in better understanding customers along their customer journey. This can be achieved with the prediction of product affinities, purchase probabilities, or sales channel preferences. This article deals with the question of which aspects of human resource development should be applied in the transfer of knowledge on the use of BDA the customer business of German banks in order to ensure successful implementation. In order to be able to answer the research question, the results of standardised interviews with bank experts (N=43) in Germany form the backbone of this study. This paper summarizzes the findings of the quantitative research. The results of this paper can be useful for practitioners and researchers in order to make the potential of personnel development measures in the context of BDA in the banking industry recognizable and usable.