Mgoza, Zanele2024-07-222024-07-222022Mgoza, Zanele. (2022). The use of digital technologies by financial institutions to offer personalised offerings and bespoke customer experience in Gautengs [Master’s dissertation, University of the Witwatersrand, Johannesburg]. WireDSpace.https://hdl.handle.net/10539/39008A research report submitted in partial fulfillment of the requirements for the degree of Master of Management in the field of Digital Business to the Faculty of Commerce, Law and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2022Personalisation has become a crucial marketing strategy in the digital age. As a result, companies need to quickly adapt their tactics to include hyper- personalization and customer experience metrics. The use of digital technologies, such as Big Data Analytics and AI, ultimately determines the success of personalisation efforts. This study aims to outline how banks use these digital technologies to map out customer journeys and personas, allowing them to deliver personalised messages to customersen© 2022 University of the Witwatersrand, Johannesburg. All rights reserved. The copyright in this work vests in the University of the Witwatersrand, Johannesburg. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of University of the Witwatersrand, Johannesburg.Customer ExperienceDigital technologiesFourth Industrial RevolutioHyper-PersonalisationUCTDSDG-8: Decent work and economic growthDissertationUniversity of the Witwatersrand, Johannesburg