What every BFSI company wants is frictionless customer acquisition – from selecting product all the way upto payment, says Amit Purohit, VP & Chief of Digital at Aditya Birla Mutual Fund. He asserts that it is essential for each customer with the right messaging at the right time in order to streamline the business. He has also made an interesting find that consumption of API can define the customer journey and behavior patterns. This and more in his interaction with Babu Nair.
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