Personalization Will Need Permission

by Joseph Walent 0

The interweaving of digital and physical interactions are at the edge of what is possible in generating seamless cross-channel customer experience. Client permission will be an early threshold given the extensive transactional records financial institutions retain on behalf of client. If allowed, creating in depth consumer profiles would enable FIs to engage personally and provide tools and strategies to  client in an abbreviated timeframe.

Further, through Adobe’s Analytics Cloud, banks can capture and analyze location data as well. If a customer walks into a bank branch with their mobile phone, the system can measure their activity within the physical local using beacons or geosensing to understand how that person is interacting with the branch. With the same technology, if a user walks up to a digital screen, or a personal banker with a tablet, those devices can show what options and services that person is likely looking for.

Mercator Advisory Group the implications of being able to provide consumers with an individualized and consistent environment, across the various avenues of interaction (Branch, ATM, Mobile, Online, Vocal) will be critical. However, as the article goes on to point out, the heavy lift will be accessing and tying together the disparate and protected data pools to generate the needed granularity to deliver actionable insights to consumers. Getting there provides FIs with the ability to make the relevant suggestions consumers are seeking.

Overview by Joseph Walent, Associate Director, Customer Interactions Advisory Service at Mercator Advisory Group

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