Last week Journey attended the Q2 CONNECT 16 client conference in Austin, TX. One consistent question was: how to compare retail digital vs. branch customers.
Journey quantifies several factors with respect to balances and behavior for this particular FI’s DDA customers. The net result:
- Digital only customers reach DDA profitability at age 25
- Branch only customers reach DDA profitability at age 60
Journey’s insight revealed that DDA balances are higher for branch only customers. However, digital only customers perform more POS transactions, more electronic payments/deposits and have higher eStatement adoption. Now the FI has quantifiable data for targeted marketing.