While there are many ways to go about answering the question of what consumers want, the simplest answer can be offered in a single word: more. They want more rewards offerings, and they want more richly embedded mobile choices from financial services providers. Doing more often means giving more – in the form of free trials, personal service and better error-proofing when things occasionally go wrong. Because in the new world of digital everything, doing a lot more often ends up being just enough to keep customers satisfied and returning regularly.
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