In the digital age, an organization's biggest challenge is its customer. More specifically, it’s the way customer expectations are changing rapidly.

Not so long ago, agencies and marketers decided how customer-centric a company was. But not anymore. Today, the customer decides how customer-centric your organization really is.

The need to develop more consumer-centric has never been greater. And the banking sector is getting into a digital overhaul to address the evolving demand of consumers. A further challenge in the environment is to stay relevant and at the same time be profitable. Products which were a fantasy a decade ago have now been realized - mobile banking, e-wallets, virtual cards, chatbot, blockchain, and open banking, amongst others.

Praveen Bhatt believes that being customer focused and not competition obsessed allows you to come up with more innovative and relevant products. He should know. He heads Digital Banking and Consumer Experience for the retail business for Axis Bank. Bhatt is a seasoned finance professional with over 23 years of experience across operations, digital and consumer-facing departments.

In an interview with ETCIO.COM, Praveen Bhatt, Head – Digital Banking & Consumer Experience, Axis Bank talks about the strategy to achieve customer centricity and shares how Axis Bank is cracking the code of customer-centricity.