Many banks plan to further invest in digital in 2015. The key is to give customers what they need, not only what they say they need. Behavioral economics research allows us to do this and to differentiate between declared and revealed preferences – what customers say they want, vs. what they really want – to engage with customers in a meaningful manner. As we know, the Internet and the digital revolution have changed the way we contact people; a handwritten piece of mail, postcard and phone call have, for the most part, been replaced by texting, IMing, emailing, social media and more. Even voice calling is sometimes considered rude. See the examples in the below article

http://bankinnovation.net/2015/01/using-behavioral-analytics-in-banks-digital-content/