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Abstract
This paper delves into the growing significance of artificial intelligence (AI) in transforming financial services and improving customer experience. Using AI, financial institutions can elevate their omnichannel approach, ensuring a seamless and personalised customer journey across a diverse set of interactions. AI has the potential to forecast financial behaviours, assist in prudent financial management, and provide predictive solutions to pre-empt issues such as overdrafts or late payments. The analysis emphasises the essence of service in the financial sector, advocating for AI-powered tools, like conversational chatbots, advanced fraud protection capabilities, as well as financial education and personalisation. By leveraging natural language processing and machine learning, these tools not only react to customer queries but also proactively engage, ensuring enhanced customer service in line with evolving expectations. AI’s capabilities in creating personalised customer experiences through dynamic visual and audio content point to a more tailored future for customer journeys. The challenge, however, remains in balancing AI with the human touch. For organisations, it is pivotal to start small with AI and omnichannel experiences, prioritising incremental changes that bring immediate value.
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Author's Biography
Jeremy O’Niel is Vice President of Marketing and Digital Experience at HAPO Community Credit Union. He is responsible for marketing communications across all channels, both traditional and digital. He also focuses on member experience within digital platforms such as online banking, mobile applications and custom digital solutions. Along with marketing, Jeremy oversees the Financial Education Department at HAPO, which focuses on delivering financial literacy and education to credit union members. Jeremy earned his degree in computer science from Eastern Washington University and holds certifications in digital, inbound and social media marketing. Prior to joining HAPO, Jeremy worked at Imageworks Media Group, a marketing and training agency in the Pacific Northwest. He spent over five of his 13 years there as the company’s Director of Operations. After leaving Imageworks, Jeremy spent another four years serving as a marketing/digital consultant for several clients across the Pacific Northwest.