PARIS, France, June 30. Visa is offering banks
a real-time personalization model, the Senior Vice President and
Head of Visa Consulting & Analytics (VCA) for the CEMEA (Central
and Eastern Europe, Middle East, and Africa) region, Nicolas
Khoury, said, Trend's
special correspondent reports from the event.


Nicolas Khoury made the announcement during an information
session at the Visa Payments Forum in Paris.


According to him, Visa has developed a patented technology — a
customer behavioral analysis model — that creates a
multidimensional, constantly updated profile of the cardholder.


“We have created what we call a customer behavioral model. It
provides a multidimensional picture of who the cardholder is. This
is not a single segment, but a dynamic, living profile that
includes restaurant preferences, travel style, lifestyle,
interests, and activities, all in real time,” Khoury noted.


Based on this model, Visa has launched a new solution — Visa
Trip Intelligence — which creates a personalized travel experience
for the customer.


“Visa Trip Intelligence takes all these signals and creates a
personalized travel experience, including restaurant
recommendations, activities, and relevant offers from Visa and
banks,” he explained.


He emphasized that the bank’s interaction with the customer is
not limited to the moment of purchase or trip planning, but
continues in real time, including during the trip itself.







“When a customer arrives in Paris, for example, the bank can
continue to interact with them in real time and provide relevant
offers at the right moment,” he said.


He also criticized traditional banking approaches to customer
segmentation, which are based on static categories.


“Today, banks use segmentation data from the past six months and
try to ‘box’ customers into a single category—for example, a
frequent traveler or an everyday consumer. But this
oversimplification doesn’t work,” he emphasized.


According to him, the new model makes it possible to move away
from fixed segments and toward a dynamic understanding of customer
behavior.


“It's important for banks to understand the context. Only then
can they offer the right course of action, the right proposal, and
at the right time,” Khoury concluded.