So why is it that Banks can offer a more personalised service and complaints are dwindling in their sector? Simple, they are using the data from the huge amount of engagements in a clever way to assess what the next best action is for their customer and in a channel of their customer's choice. Not many insurers at this time can offer a seamless multi channel service across text, mobile, voice, email etc. - The Netflix model. There is much to do........