Srijanani Devarakonda, Viswanadham N and Vijaya T
Customer needs change rapidly. To meet these requirements, banks must make the customer experience the starting point for process design. The present study aims to examine the importance and customer centricity in banks and to investigate the concept of customer-centric strategy and the components that make it up. Banks are always emphasising the importance of replacing the current strategy with one that ensures that the products and services delivered are oriented toward the demands of the consumer. However, the current situation in the sphere of financial services shows the opposite tendencies: banks continue to prioritise products over consumer needs.