"How does Lena, the end customer, benefit?"
Instead of being inundated with generic advertising messages, Lena receives offers, recommendations and services tailored to her current life situation. Whether it’s her first job, starting a family, buying a home or building wealth – the bank can support her with solutions that provide genuine added value in her current life situation. It’s not just the offer itself that matters, but also the right timing. If the bank recognizes changes in Lena’s financial situation or new needs early on, it can offer the right support before Lena has to actively seek it out. This saves time and simplifies important financial decisions.
Knowing Lena also ensures that she is contacted through the channels she prefers. While she might prefer handling certain matters conveniently through the app or the chat agent, she may expect personalized assistance for more complex issues. This creates a seamless and pleasant customer experience across all touchpoints.
Ultimately, Lena benefits from a bank that knows and understands her needs. The advice becomes more personalized, the solutions offered are more tailored and interactions are more efficient. This creates a customer relationship based not just on transactions, but on trust, relevance and genuine added value.
"And how does the company benefit?"
A comprehensive understanding of customers not only benefits Lena, but also opens up significant opportunities for banks and financial institutions. The more complete the customer information recorded in the CRM, the more precisely processes can be automated, advisory services improved and business opportunities capitalized on. This results in consistent, high-quality advice that can be reliably scaled in day-to-day operations. BSI provides banks with a wide range of innovative solutions in the form of ready-to-use use cases known as elements. With regard to the Customer Value Know, these include, for example:
- A structured briefing for every customer meeting based on the customer’s situation, past communications, product renewal dates, etc.;
- More targeted cross-selling and upselling through the identification of suitable products and specific sales opportunities;
- Early detection of changes in customer behavior;
- Trigger-based marketing that delivers relevant offers exactly when a specific need arises.
"Where is the Customer Value Know headed?"
The trend is clearly moving toward greater real-time personalization and data-driven automation. Banks will no longer just analyze past behavior, but will instead increasingly anticipate Lena’s needs and life situations and derive appropriate recommendations for action. The focus is shifting from static customer profiles to dynamic “life situation models.” What matters is no longer just who someone is, but also in what situation the person currently is. Through the increased use of speech and image recognition systems, Lena’s state of mind can be analyzed directly and appropriate responses can be provided. In addition, publicly available information from social media, business registries, media reports, review platforms or professional networks is becoming increasingly important for validating existing insights and obtaining a more up-to-date overall picture. AI systems can analyze large amounts of unstructured data and derive valuable insights for risk and customer profiles. As a result, “external data intelligence” is also becoming an integral part of banking processes.
However, as opportunities grow, so does responsibility. Transparency, data protection and the ethical handling of customer data are becoming critical factors for success. For example, the automatically generated summary and the “next best actions” for the customer advisor following a consultation are also shared with the customer. The goal is not to monitor Lena, any more than it is to monitor the customer advisors. The focus is on building a more relevant, personal and trustworthy customer relationship. After all, only those who truly know and understand Lena can make every interaction more personal and successful. Our BSI Elements – which can be easily downloaded, configured and put into production via the BSI Customer Suite – demonstrate just how simple this is.
"Which BSI Elements do you recommend to BSI customers?"
Off the top of my head, I can think of three key BSI Elements for the consulting process in banking – all three help companies deepen their understanding of customer value.
- Meeting preparation
The briefing agent, which can be integrated into the BSI Customer Suite at the push of a button, automatically generates a structured meeting briefing for every customer meeting. It consolidates past communications and relevant information such as data quality, product maturities, newsletter topics, the “next best product” and suitable conversation openers. Thus, advisory meetings can be prepared more efficiently and the quality of advice is sustainably improved.
- Consulting solution
This BSI Element significantly boosts the quality of consultations and the likelihood of closing deals by enabling customer advisors to prepare for and conduct conversations efficiently and flexibly. The consulting journey is visualized and all insights, next steps, changes in the customer’s situation and new contact information are seamlessly transferred to the CRM.
- Post-consultation follow-up
The debriefing agent supports users in the follow-up after meetings. With the help of AI, it offers specific recommendations for action based on the meeting summary. For each recommendation, the advisor can see which information from the meeting summary the recommendation is based on. This helps them cover all relevant topics during the meeting and follow up on them with just a few clicks.
