Issn: 2455-2631 July 2018 ijsdr

DIGITAL BANKING BECOMES A MULTI-LEVEL MARKETING OPPORTUNITY 
The entirely new class of customer is emerging, where fintechs and other disruptors serve as intermediaries, and these new 
consumers will be addressed primarily through digital channels. Cognizant says you should think of this as something akin to 
“multilevel marketing.” 
In the Digital Era, banking providers are increasingly becoming marketplaces, and each prospective financial product/service/need 
is becoming its own marketplace opportunity.
It is critical for financial institutions to look at the customer experience in a holistic sense across the entire relationship. In other 
words, the “customer experience” includes every touchpoint and interaction, not just those more traditionally associated with 
marketing and sales. Ease of use ranks as an important benchmark, as customer perception of effort is the primary determinant for 
loyalty. If that means turning the conventional banking model upside down. 
CONCLUSION 

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ISSN: 2455-2631
 
© July 2018 IJSDR | Volume 3, Issue 7 
IJSDR1807030 
International Journal of Scientific Development and Research (IJSDR) 
www.ijsdr.org
 
175 
Customers for financial services are changing in terms of their wants, needs, desires, expectations and problems and financial 
service providers have to understand who their customers are, what they prefer, why they buy, who makes the decision and how 
the consumer uses the product and service. In conformity with these changes, there should be changes in the Bank's services, 
training, attitudes and images, marketing strategies and patterns of organization and control. New technology driven products 
blended with the traditional ones and personalized service will enable banks to extend a variety of financial services under one roof.