Global 
Germany 
Experience-led growth: Banking built for tomorrow
A large retail bank is modernizing its end-to-end experience for tomorrow’s customers. According to the bank’s CEO, the partnership with Eraneos redefined who the bank serves, what it promises, and how experiences pay back.
+70
%capital gain since start of transformation
54
customer segments sized and prioritized by CLV
1
harmonized service portfolio across the bank
From stable and trusted to leader in modern banking
The bank’s challenge was clear: evolve from a trusted, stable institution into a leader in modern banking. Eraneos predicted the disruptions reshaping B2C and B2B financial services and defined the strategic response: new target groups, positioning, offerings, and experiences.
Finding tomorrow's most valuable customers
Instead of demographics, the work started in human values. Market segmentation powered by Human Motivations identified the bank’s future core: an ambitious, development-driven segment. Each segment was sized by lifetime value across life situations, from first jobbers to retirees, revealing exactly where to grow.
A north star built around a promise of progress
A north star centered on people’s growth, and a promise of intuitive guidance, set the direction for the entire customer experience. A new brand architecture and identity followed: digital, simple, and human-centric, replacing scattered sub-brands with one structured system built for expansion.
Experiences that turn strategy into daily banking
Strategy became tangible through signature experiences: interactive services that help customers understand and improve their financial lives, developed as prototypes and tested in the bank’s digital channels. Each one engages customers while feeding insight back into the bank.
"We had to rethink our distribution and experience fundamentally. Now, a new system is in place to bring the bank to future generations."
Making customer experience a CFO conversation
Segmentation built on human motivations laid the foundation for CLV understanding and prioritization, turning experience investments into a commercial decision. A centralized council, governance model, and KPI framework now steer innovation against the strategic agenda.
Experience-led growth taking shape
The new direction is materializing across the end-to-end experience: new design across touchpoints, data-driven marketing, and a rejuvenated portfolio, including a refreshed wealth offering, with a new organization set up to keep modernizing for tomorrow’s customers.
