Customer-Centricity in the Financial Services Sector: A Preliminary Look

Authors

• Rhea Ingram, Auburn University at MontgomeryFollow
• Katie H. Whetstone, Auburn University at Montgomery

Document Type

Conference Proceeding

Publication Date

Spring 2026

Abstract

Financial institutions are under scrutiny as they work to rebuild consumer trust following the financial crisis. One effective approach for these organizations is to adopt a customer-centric strategy. Research indicates that businesses with a strong focus on customer-centricity tend to earn, on average, 60% higher profits than their competitors (Deloitte, 2017). While genuinely customer-centric companies are relatively rare, many organizations are in the process of transforming into a customer-centric model. This paper offers a preliminary examination of the rhetoric used by financial institutions, suggesting some progress in their customer-centric approach.

Copyright

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DOI

10.20429/amtp.2026.26

Recommended Citation

Ingram, Rhea and Whetstone, Katie H., "Customer-Centricity in the Financial Services Sector: A Preliminary Look" (2026). AMTP Proceedings 2026. 26.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2026/26