CBA Webinars

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Jake Fowler

Rewiring Customer Touchpoints using Behavioral Psychology to Drive Engagement



Wei Ke, Ph.D, Managing Partner, Simon-Kucher & Partners
David Chung, Partner, Simon-Kucher & Partners


Higher customer engagement can drive retention, referrals, revenue growth and multi-product holdings. In this session, we explore value-based approaches that leverage behavioral science, effective segmentation and research to deepen engagement. We learn the psychological principles that create "cognitive ease" and discuss product design, gamification, bundling, relationship rewards, and other advanced techniques to deepen relationships with users throughout their customer journeys. Finally, we address presentment excellence and how to turn bank online sites and mobile apps into effective touch points that can attract, retain, and cross-sell customers.


  • Creating enriching digital experiences using the principles of value, coherence, clarity and calibration
  • Offerings and sales processes that drive usage and sales 
  • Building deeper relationships and translating these efforts into commercial success


  • Increase customer engagement in the digital age 
  • Translate higher engagement into revenue growth and profitability 
  • Build coherent, meaningful customer journeys

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Wei Ke, Ph.D.

Managing Partner, Simon-Kucher & Partners

Wei Ke, Ph.D. is a managing partner at consultants Simon-Kucher & Partners. He is a behavioral economist and pricing expert who advises leading financial institutions on their product development, marketing and sales strategies. Wei is a frequent speaker at banking and fintech conferences, and is regularly published and quoted in leading news outlets including American Banker, BAI Banking Strategies, Bank Accounting & Finance, CFO magazine, Mortgage Finance Gazette and The Wall Street Journal. Wei received a Ph.D. in Decision, Risk, and Operations from Columbia Business School, and a B.Sc. in Electrical Engineering & Applied Mathematics, summa cum laude, from Columbia University.

David Chung

Partner, Simon-Kucher & Partners

David Chung is a partner at consultancy Simon-Kucher & Partners. David is an expert in developing B2B product and pricing strategies, product portfolios, price models, value communication, and B2B negotiation strategies for banks and financial institutions. David received an MBA from Duke University Fuqua School in Business specializing in Marketing Strategy and Finance, and a BS in Chemical Engineering & Economics from Columbia University in the City of New York.

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