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  "documentTitle": "2019 Global FS Consumer Study DACH",
  "authorId": "Accenture",
  "authorName": "Accenture",
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  "notes": "Uses a visual metaphor of different shoes to represent distinct customer personas.",
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      "kind": "callout",
      "text": "To engage customers with personalized services—and see each customer as an individual—banks and insurers should first recognize their customers' similarities.",
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      "text": "To engage customers with personalized services—and see each customer as an individual—banks and insurers should first recognize their customers' similarities.",
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      "kind": "paragraph",
      "text": "The consumers in our survey can be divided into four broad personas based on how they perceive and engage with banks and insurers. The differences between these personas are striking, and highlight how traditional demographic segmentation, such as by age or wealth, can miss important nuances of how consumers view their financial providers.",
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      "text": "You can't spell personal without persona",
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      "text": "CUSTOMER PERSONAS",
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      "evidence": "Section opener then four parallel persona profiles + 'A closer look at the differences' comparator (p.21).",
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