Implementing a centralised digital strategy across multiple countries

Online behaviours are becoming increasingly similar across territories and cultures as a result of the several forces at play that fall under the broader label of digitisation and globalisation. Whereas localisation is an important pillar in the digital strategy of global internet companies inasmuch as it allows them to mould an overarching customer experience (CX) to local specificities, many global banking groups fall short in leveraging a structured approach to cross-country CX design and sport a highly fragmented CX across their digital touchpoints. This paper explores the advantage of the standardisation of the digital customer experience in banking, moving from the plurality of local perspectives to a global digital service design approach that allows banks to improve the way they traditionally tackle digital customer interaction.