Poll reveals banks struggling to achieve ‘segment of one' customer experiences

(NYSE:FICO)

Highlights

Only 11% of executives say their bank is highly advanced in hyper-personalization
72% admit their customer communication channels are siloed or only partly integrated
50% say no more than half of their customer-facing decisions are automated

An industry poll conducted by global analytics software leader FICO has revealed the challenges banks in Asia Pacific face in delivering real-time, tailored customer experiences. Nearly nine in ten banks (88%) said they are already using predictive analytics to anticipate customer needs to some degree but only a tiny fraction (11%) described their hyper-personalization strategies as highly advanced.

"Consumers now expect the same level of personalization from their banks as they do from Netflix and Amazon," said Dattu Kompella, managing director in Asia Pacific for FICO. "With most banks still struggling to meet these expectations, those that succeed will gain a decisive edge in a market where customer experience is the ultimate differentiator."

Fragmented Journeys and Limited Automation

The poll highlights key barriers to achieving "segment of one" customer experiences. Almost three-quarters (72%) of respondents acknowledged their banks' communication channels remain siloed or only partially integrated, preventing seamless customer engagement.

Meanwhile, automation adoption remains uneven. Half of the executives said their organizations had automated no more than half of their customer-facing decisions, including credit approvals, fraud alerts, and personalized offers, hindering personalization efforts.

Real-Time Data and Predictive Analytics Underused

The findings also revealed that banks' use of real-time data and advanced analytics is still in its early stages. While 43% of executives said they leverage real-time data significantly or fully for customer insights in areas such as fraud detection and service, most remain at minimal or moderate adoption. Similarly, just 37% reported extensively or fully predictive use of analytics, underscoring that while adoption is broad, maturity remains limited.

Closing the Gap with Applied Intelligence

Banks can only achieve hyper-personalization by unifying data and decisioning across the customer lifecycle.

"Every interaction, whether it's a declined offer, a payment pattern, or a service request, contains valuable insight," added Kompella. "By consolidating activities, behaviors, and preferences into a single decisioning platform, banks can act on insights in real-time, driving deeper engagement and loyalty. FICO Platform uses applied intelligence to harness these signals, enabling banks to anticipate customer needs and deliver the right action at the right moment."

The poll was conducted in November 2024 during FICO's Platform Experience event in Singapore, capturing insights from more than 30 senior executives and C-suite leaders from leading banks across Asia Pacific.

About FICO

FICO (NYSE:FICO) powers decisions that help people and businesses around the world prosper. Founded in 1956, the company is a pioneer in the use of predictive analytics and data science to improve operational decisions. FICO holds more than 200 US and foreign patents on technologies that increase profitability, customer satisfaction and growth for businesses in financial services, insurance, telecommunications, health care, retail and many other industries. Using FICO solutions, businesses in more than 80 countries do everything from protecting four billion payment cards from fraud, to improving financial inclusion, to increasing supply chain resiliency. The FICO^® Score, used by 90% of top US lenders, is the standard measure of consumer credit risk in the US and has been made available in over 40 other countries, improving risk management, credit access and transparency.

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RICE Communications for FICO

fico@ricecomms.com

Saxon Shirley

FICO

+65 9171 0965

saxonshirley@fico.com

FICO Survey: Only 1 in 10 APAC Bank Leaders Say Their Bank Is Highly Advanced in Hyper-Personalization