Customers are in Control

Citizens Bank is a highly-successful financial institution in the United States. They realized that they needed to reevaluate their priorities or risk falling behind customer expectations. What followed was a journey towards becoming digital-first, one that would see them take a hard look at what kind of experiences best suited their customer base. The ambition was high — but collaboration, technology and willingness made the project a massive hit.

Lamont Young, Head Coach of Digital at Citizens Bank, shared his invaluable take on digital transformation at Backbase Connect 2019. His message: first understand your customers, then build the experiences.