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Souvik Das

Senior Manager, Marketing Analytics & Practice
Genpact
Member since
18 Jul 2018
Location
Kolkata
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Followed by John Sims, Martha Boyle and 5 others you follow

Bio

Marketing analytics and campaign management solutions for financial services at Genpact.

Experience

Senior Manager, Marketing Analytics & Practice
Genpact
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Latest opinions

Souvik Das

Evolving Channel Strategies - Less is more at times

The Innovation Cycle Innovations, options and human response to them move in cycles. In the below diagram, it moves from stages 1 to 4 and restarts at a new “1”, where either technology or need satiation has shifted. It starts with a few, new options. As they gather popularity, the options quickly proliferate through more players or more offerin...

30 August 2019 Banking Strategy, Digital and Transformation

Souvik Das

Using 'nudge' to boost bank loyalty campaigns

Can we leverage behavioral nudge in designing loyalty campaigns in banks? As a known fact, retaining existing customers cost almost a fifth of acquiring new ones. Quite evidently, banks are always very hungry to get the best out of their loyalty campaigns. The concept of “nudge” popularized by behavioral economists Richard Thaler and Cass Sunstein ...

24 December 2018

Souvik Das

Using 'nudge' to boost bank acquisition campaign

Can simple but effective “nudge” theory based behavioral targeting drive higher acquisition for banks? Banks regularly struggle to achieve higher marketing efficiency in a complex and volatile business environment. While granular level customer intelligence is collected from multiple sources, leveraging inherent human behavioral pointers for market...

19 December 2018

See all 4 opinions by Souvik

Latest comments

AI in Customer Experience Transformation

A nice synopsis of the expectations from an AI enabled transformed CX framework and then the necessary tech stack to achieve that. Wish to see some deep dives into some of these capabilities. Good luck! 

16 Nov 2018 14:24 Read comment

Taking the friction out of Digital On-boarding

Thanks @Ramdas for your comments and inputs, totally agree with you. I think we will see more examples of this approach as banks focus on smoothing out the journey even more for new customers. Lemonade in the US, has been a good example of this in the insurance market.

25 Jul 2018 11:37 Read comment

Taking the friction out of Digital On-boarding

Thanks @Ketharaman for your thoughtful comments. There are quite a few neobanks in Europe and USA that have no branches. By necessity, all of their customers are opening accounts digitally end to end – Monzo in the UK is a good example of this. Using what is publically known about Monzo customers as an example, they are younger, often opening their first account after university. These customers do not go to bank branches any more. 20% of Monzo customers use their new account as a primary account. (This is Money, 2 July 2018) That percentage is growing.

25 Jul 2018 11:31 Read comment

Souvik writes about

  • retail banking
  • financial inclusion

Souvik's opinion archive

  • 2019 (1)
  • 2018 (3)
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