Next Best Action? Get the basics right first!

Yesterday, due to lack of coffee and fat fingers, I entered the wrong credentials when logging into my online banking account, and was locked out. Not really a big deal, sorting it out was easy to do and took about 2 minutes. This morning, I got an email from my bank with the headline: "Welcome back to online banking!" It went on to excitedly inform me that I could now manage my money 24/7 (who knew!);pay bills (really?); transfer funds; set up standing orders; print statements; and even download an app and do it all on my phone! Amazing! I am willing to bet that this email was generated via an eye-wateringly expensive marketing automation platform, stuffed to the brim with all sorts of scen

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