Standard Life’s genius strategy for maintaining a 360˚ view of their customers

Convinced that, to thrive, financial services companies need to become more like retailers, and with a strategic role to establish Standard Life as a leading consumer retail brand which is front of mind when people think of a good home for their life savings; Standard Life is on track to differentiate itself from its competitors and lead the way to a more customer-centric future.  

In this exclusive interview Maya Fowell finds out how Standard Life are shifting focus from product marketing to an approach based on customer experience and how data-driven insight is being embedded into the company’s competitive strategy...

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