Third P of marketing mix, Personalisation, has also changed due to the arrival
of online services. The nature of financial products and the process of product/
service development is changing rapidly due to the dynamic nature of online trade.
Now it is possible to create so much flexibility in a product/service that customers
can customise it, within pre-defined limits, to meet their exact needs. Advanced
databases/data mining tools, internet cookies which provide detailed insights into a
customer’s behaviour when they conduct their financial activities, and new communication technologies make it easy and cost –efficient to mass market personalized
services, because the whole process of personalization can be automated.
Third P of marketing mix, Personalisation, has also changed due to the arrivalof online services. The nature of financial products and the process of product/service development is changing rapidly due to the dynamic nature of online trade.Now it is possible to create so much flexibility in a product/service that customerscan customise it, within pre-defined limits, to meet their exact needs. Advanceddatabases/data mining tools, internet cookies which provide detailed insights into acustomer’s behaviour when they conduct their financial activities, and new communication technologies make it easy and cost –efficient to mass market personalizedservices, because the whole process of personalization can be automated.
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