Facing the Data Silo Challenge: How Banks Can Overcome Fractured Customer Identities

Data silos hinder banks from creating tailored and meaningful experiences for their clients, since customer data is too often trapped in different platforms. Here’s how to avoid data silos and overcome fractured customer identities with Latinia.


The Frankenstein Effect: Facing the Challenge of Bank Data Silos



All banks have access to useful customer information like their assets, income, upcoming life events, and credit scores. However, since this information is not stored in one place, it can be hard to provide customers with the top-notch experience they deserve.

Have you ever wondered why you are being sent marketing messages to download an application you already have installed, or to apply for a bank card you already have? Data silos are the enemy of digital transformation and the reason that even with millions of dollars spent, customer experiences remain disconnected and confusing.


Overcoming Fractured Customer Identities with Latinia

Banks are often structured around vertical products such as loans, cards, and insurance. However, customers are frequently offered a combination of these products, especially when making big purchases such as appliances. They may need to pay in installments, insure the item, and use their card for discounts. This requires collaboration between silos such as cards, lending, and insurance to provide a seamless experience for the customer.

As the experts in real-time analytics and decision software products for the financial sector, Latinia can offer a solution to overcome the challenges of fractured customer data across different platforms, so that banks can gain a real-time, full picture of their customers, and consistently offer them positive, relevant experiences at the right time through the optimal channels.

With Latinia, banks can easily collaborate between different silos using multiple identifiers for a single customer profile. In Latinia Customer Management Center, every user is assigned a unique Master ID as the main index by default. Apart from the Master ID, which is usually either the client’s national ID number or a specific ID generated by the bank, other secondary identifiers can be set to obtain a multi-index customer profile, so that several reference indexes – e.g. cell phone numbers or hashed primary account numbers (PAN) – can be added from different areas in the bank.



After solving the challenges of fractured customer identities and potential duplicates, banks can now easily focus on identifying new cross-selling and upselling opportunities to generate more revenue.

By leveraging transactional activity in real-time, Latinia provides banks with a solution to generate context-aware recommendations for their customers on the Next Best Action (NBA) or best-next offer needed to meet their real-time goals, and at the precise moment when they are more likely to engage.

Timing and relevance go hand in hand. However, given the rate at which consumers are constantly bombarded with all kinds of messages, saturation is another factor that needs to be taken into account to prevent customers from feeling annoyed by an excess of notifications.

With Latinia’s saturation tool, the number and frequency of those impacts targeted to a specific customer can be controlled by the bank based on a set of conditions. The bank sets a limit on the number of times an NBA can be sent to a customer, so as not to overwhelm them with too many messages.



The saturation tool allows for specific saturation limits to be set for each NBA, so that the bank can ensure that customers receive a balanced number of messages from different NBAs. This means that, even if the maximum global saturation rate defined in the organization has not been reached, the bank can saturate an NBA earlier, thus shifting the window of opportunity to another NBA that is not saturated for the customer.




Mark receives the above NBA after using his credit card at the gas station. This specific NBA has been set to 1 impact/month, so Mark will not receive the same NBA again even if he does not take action and refills his tank two weeks later, for instance.

However, he may receive another NBA on the same day which can be triggered by a different transaction. For example, after filling up his tank, Mark drives to a mall and makes a large purchase. Immediately, he receives a message with a BNPL financing offer from the bank.

Commercial NBAs can also be combined with service-focused NBAs, where the bank steps in to resolve customer issues proactively. For instance, if Mark is unable to make a payment at the mall because he reached his credit limit, the bank, which has the information, can jump in promptly to offer a solution.