Canadian Banking and finance market analysis to personalize customer experience and enable real time marketing decisions and predictions

The objectives of this project includes:
1. Determine the level of customer satisfaction of using different channels for their banking services and what is the factor(s) impacting their experience positively and negatively.
2. Determine the composition of various transaction types and the differentiator(s) behind the behavioral result.
3. Determine the types of devices customers used to perform their transactions and the rationale behind this.

In order to meet above objectives, a self service survey will be published on the electronic platform e.g. SurveyMoney for problem interview identification purpose. The research content will be signed off by myself as due diligence check to ensure quality and meet required standard. I am also happy to proceed with the ethics check if required.
The outcomes of project will bring the behavioral/ pattern insights e.g. Top 5 transactions in online banking, Top 3 devices used to perform banking services and some other qualitative metrics such as market gap, challenges for customers and what would improve customer experience of online banking services. In addition, SWOT analysis and a competitive positioning grid are also included as part of analysis scope.
Last but not least, this research report will be taken as part of my company blue ocean strategy in order to provide unique competitive advantage of my future product in the marketplace.

Faculty Supervisor:

Guneet Nagpal

Student:

Partner:

Square

Discipline:

Business

Sector:

Professional, scientific and technical services

University:

The University of Western Ontario

Program: