Jim Marous
The Financial Brand
Owner and Publisher of Digital Banking Report, Co-Publisher of The Financial Brand
To deliver the experiences customers expect, financial institutions must do more than just invest in technology upgrades. Increasingly, organizations must improve back-office execution that allows for business efficiency, customer experience improvement, and value creation. In other words, the focus on the customer requires starting from within the organization as opposed to simply providing a sleek app.
When deployed in conjunction with improved back-office automation, the combination of customer data and artificial intelligence (AI) can create new opportunities for personalization at scale. Unfortunately, as financial marketers and customer service teams turn to data-driven systems to gain deeper insights, automate decision-making and personalize brand experiences, there’s often a disconnect between the technology’s potential and what it delivers. This speed to market must improve.
