A version of this article first appeared in the March BAI Executive Report on Branches: Adapting for the modern customer. Inside the issue, you’ll find coverage on middleware upgrades to connect ATMs and branches to evolving digital platforms, smarter branch footprints overall and key considerations for branch staff management.
Financial institutions are under pressure. Today’s customers expect efficient, seamless and personalized service not only when visiting a branch, but online and over the phone. Institutions that meet these expectations will thrive and those that don’t risk falling behind.
There are essential areas that financial institutions can holistically address to offer elevated customer experience (CX). That engagement, even in today’s modern banking world, includes branch options, but most importantly, strategic CX is omnichannel, adaptable, scalable and fosters long-term loyalty.
1) Prioritize consistency across channels
Customers today expect a fluid experience whether they start from your website, app, branch or contact center. Your financial institution must ensure seamless transitions between channels without forcing users to restart conversations or repeat information. By unifying digital and voice support on one platform, your organizations will give customers the easy and efficient experience they expect.
2) Match customer needs to the right channel
Even after you’ve consolidated support channels on one platform, offering efficient service requires proactively matching customer needs to the right channel.
Customers generally contact your institution for one of three reasons:
- Seeking a product or service. Customers want information about loans, accounts or other financial offerings.
- Completing routine tasks. From transferring funds and checking balances to updating personal details or accessing account numbers, customers often have simple and routine inquiries.
- Resolving complex issues. Customers require assistance with fraud alerts, disputes or technical problems.
Different channels and tools are best suited for each customer’s needs. Artificial Intelligence (AI)-driven tools, such as chatbots and virtual assistants, are more than capable of handling routine inquiries, freeing up human agents to focus on complex issues where empathy and problem-solving are essential.
By proactively guiding customers to the appropriate tools or channels, you’ll help them quickly resolve issues on their own when possible, allowing your agents to offer more hands-on care when customers really need it.
3) Optimize self-service options
Directing users to the right channel requires offering robust self-service tools—such as FAQs, automated assistants and mobile banking features. Ensure that self-service options are intuitive and accessible across all platforms so you can maximize their effectiveness, enhance user autonomy, and reduce strain on support teams.
Keep your self-serve options running smoothly by continuously testing to identify and remove friction points. Further, interactive guides and contextual support features embedded within applications can improve the self-service experience, reducing frustration and increasing efficiency.
4) Personalize interactions with data-driven insights
Customers value personalized experiences that reflect their preferences and history. Your financial institution should leverage data analytics to offer tailored recommendations and proactive support.
A well-executed personalization strategy requires a combination of AI and human insight. For example, an AI-powered solution can detect patterns in customer behavior and prompt your reps to suggest relevant financial products or services. This AI-based option can even greet customers via a chatbot that has relevant suggestions based on prior interactions.
Train your customer service teams to interpret AI-driven recommendations and use them to create more meaningful customer interactions. Your reps should also dynamically use real-time data to adjust interactions, ensuring communications are timely and relevant.
5) Leverage AI for executive decision-making
Beyond assisting agents and customers, AI helps executives access the insights they need to make informed decisions about the future. For example, you can use AI-generated reporting to:
- Track customer buying trends that impact long-term product rollout.
- Determine where contact center staff needs extra help and scale headcount accordingly.
- Detect common conversion roadblocks and adjust the digital buying journey or train staff to proactively guide prospects past abandonment triggers.
But there’s a catch: When you work with separate vendors for each channel, data often falls into gaps between the channels. To easily and accurately derive these insights, your financial institution should unify your digital, voice and AI solutions on one platform.
6) Measure and adapt based on customer feedback
Traditional CX metrics, such as Net Promoter Score (NPS), are valuable but often limited in scope. Take a customer-centric approach to your virtual experience by asking customers, “How easy was it to achieve your goal?” rather than simply tracking satisfaction scores. Regularly analyzing feedback helps your business identify pain points, refine service models and continuously improve the virtual customer journey.
Your institution should collect feedback through multiple channels, including post-interaction surveys and direct customer engagement. You should also implement closed-loop feedback systems, ensuring that concerns raised by customers lead to actionable improvements.
7) Strengthen security and trust
Trust is a cornerstone of the financial services industry, especially when customers are sharing sensitive information online or over the phone. Demonstrate your commitment to protecting customer data by enacting robust security measures—such as multi-factor authentication, encryption and fraud detection. Be transparent about how your institution collects information so you can further strengthen trust and reassure clients about their financial safety.
Security should not come at the expense of convenience, however. Focus on integrating security features that provide seamless authentication while maintaining strong protection against threats. Ensuring compliance with industry-specific security standards and regulations is also essential in building and maintaining customer trust.
8) Foster a culture of customer-centric innovation
A truly customer-centric virtual experience requires ongoing innovation. Encourage collaboration between technology, operations and customer service teams so you can ensure your virtual services evolve with customer expectations. Regular training and upskilling programs also ensure your reps in contact centers and branches stay informed about the latest best practices.
Consider establishing innovation labs or forming dedicated teams focused on testing new technologies and refining customer engagement strategies. Partnering with financial technology providers and industry leaders can provide fresh perspectives and accelerate the adoption of groundbreaking solutions tailored to high-trust industries.
Anticipate the customer experience
As customer expectations continue to shift, organizations must remain agile and forward-thinking in their approach to customer experience.
By focusing on understanding customer intent, leveraging AI and prioritizing seamless interactions from branches to mobile engagement, you can stay ahead of fast-moving customer demands in 2025 and beyond.
Emily Wilson is Head of Product Marketing at Glia.
