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What is the hype about hyper-personalisation? A three-dimensional view to implementation
Journal of Digital Banking,
8
(2),
159-167
(2023)
Abstract
The banking landscape has been transformed by rapid advancement of digital technology, enabling financial institutions to reach their customers through multiple channels seamlessly. Omnichannel banking has become the new norm, allowing customers to access banking services across mobile devices, websites, ATMs and branches. As customer expectations continue to evolve, however, banks and credit unions must go beyond offering multiple channels and focus on delivering hyper-personalised experiences seamlessly between these channels. In this paper, we will explore three dimensions of this journey: (1) the customer experience, (2) data readiness and (3) humanistic artificial intelligence (AI).
Keywords: hyper-personalisation; artificial intelligence; customer experience; customer journey; predictive analytics; machine learning; humanistic AI
The full article is available to subscribers to the journal.
Author's Biography
Mirella Reznic is the Executive Vice President and Chief Strategy Officer at Valley Strong Credit Union. She oversees Digital Transformation, Information Technology, Marketing, Product, Strategic Planning and Data Office & Advanced Analytics. For over 25 years, she has worked in Financial Services in the USA, Europe and Latin America for large institutions like J.P. Morgan Chase, American Express and MetLife. Mirella has led global transformations and large-scale implementations to drive customer experience, growth and process efficiencies. She currently serves on the Alkami Technologies (ALKT) Customer Advisory Board and has advised FinTechs in the Big Data and artificial intelligence space. Mirella holds a BSc in Neurobiology and an MHA/MBA with a concentration in Finance and Strategy from Cornell University.
