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Chatbots as a lever to redefine customer experience in banking
Journal of Digital Banking,
3
(3),
242-249
(2019)
Abstract
In view of the advantages of chatbots and the bright prospects of development combined with the growth of mobile utilisation, companies tend to use chatbots increasingly as tools and channels of customer relationship management. Regardless of whether they are needed to help in a purchase or manage a booking or answer a question, they are used day and night to deliver a personalised experience. Currently, banks are using chatbots mostly for non-banking services, but some of them are already exploring banking information and financial coaching.
Keywords: chatbot; artificial intelligence; smart assistant; instant messaging platforms
The full article is available to subscribers to the journal.
Author's Biography
Yvon Moysan is a lecturer in digital marketing, academic director of a master’s degree programme in apprenticeship in digital marketing and innovation and a member of the Crédit Agricole Nord de France Digital Banking & Big Data Chair at IÉSEG School of Management. He is also the chief executive officer (CEO) of Saint Germain Consulting, a consulting company in digital marketing, which focuses on the banking and insurance industries. He graduated from Harvard and ESSEC and has more than 15 years of professional experience in digital marketing (BNP PARIBAS, HSBC France, AXA worldwide headquarters, etc.). He contributes to several practice-oriented journals such as Journal of Digital Banking, Revue Banque, Banque et Stratégie and L’Argus de l’Assurance. He is also frequently interviewed and quoted in the press, such as in La Revue du Digital, Atlantico, Banque Hebdo and L’Agefi. He is also a public speaker and has participated in several international academic and professional conferences, such as In Banque, EFMA, Mobile Shopping Europe, e Tail or Dialogkonferansen.
Jade Zeitoun is in charge of print communication for Philips Lighting France, a role that allows her to develop her creativity while gaining know-how. Her background in general management qualifies her to straddle such areas as negotiation, marketing and accounting. She discovered interior design consulting while at Kaufman & Broad, an interesting mix that requires business skills and a taste for design. She is interested in digital transformation and innovation, the main topics that she studies for her master’s degree at IÉSEG.
