Capgemini-情报将银行联络中心转变为价值创造者 Intelligence turns bank contact centers into value creators 2024

Intelligenceturns

bankcontactcentersintovaluecreators

2

Ascustomerexpectationsforhyper-personalization

accelerate,the

WorldRetailBankingReport2024

revealsthatbankcontactcentersarefallingshort.

BankscanturnthisaroundbyadoptingAI-powered

technologiestocreatenext-generationintelligent

contactcenters,providingcustomerswith

aseamlessexperiencethroughenhancedefficiency.

Inbrief

•Despitepastcontactcenterinvestments,ongoingtechnologylimitationscontinuetofrustratebankcustomersandemployees.

•ByeffectivelyinfusingcontactcenterswithAI-poweredintelligence,bankscanoptimize

employeeeffortsandcreateomnichannelcustomerservicehubs,strikingabalancebetweenhuman

anddigitalinteractions.

•Bankscanseizeopportunitiestodevelop

next-generationintelligentcontactcentersby

harnessingthepowerofconversationalAIchatbotsandAI-poweredagentcopilots.

It’snosecretthattraditionalbanking,whether

in-personvisits,phonecalls,orATMs,islosingitsluster.

Althoughthetrendtowarddigitalbankingbeganwith

theriseofsmartphoneapps,thepandemicforced

branchclosuresthatacceleratedthemigrationof

customerstowardonlinechannels.

Capgemini’sWorldRetailBankingReport2024

underscorestheenduringmomentumofthistransition.

Accordingtothereport,37%ofcustomersprefer

digitalchannelsmore,overbranchvisits,while

24%ofcustomershavecompletelytransitionedtoa

digitaljourneywiththeirbanks.23%ofcustomersare

shiftingtodigitalchannelsfromphysicalbranches.

Concurrently,bankshaveundertakenawiderangeof

digitaltransformationinitiatives,includinginvestingin

theircontactcentersaspivotalcustomerengagement

hubs.However,ourresearchshowsthateffortshave

largelyfallenshort.

3

62%oflargebank

contactcenter

fromsmallto

mid-sizedbanks,

reportthatinsufficientchatbot

capabilitiesadverselyimpacttheir

productivityandefficiency.

Technologylimitationsreduce

employeeeffectiveness

Equallystarkareemployeefindingsaroundcall

centers,demonstratingoperational,cost,andrevenuegenerationimpacts.

Accordingtothereport,contactcentertechnologyinsufficienciesrestrictstaffabilitytomaximize

engagement,whichispivotalforcreatingvaluefor

customersandthebank.Theselimitationsfrequentlyleadtosubparcustomerexperiencesandlost

monetizationopportunities.

Contactcenterexperiences

continuetofrustratecustomers

Fromacustomer’sperspective,theWorldRetailBanking

Report2024revealedthatcontactcentertechnology

limitationsarefrustratingcustomers.Observations

include:

•Over60%ofcustomersratetheirchatbot

experienceassimplyaverage,aspredefinedrules

andtemplatesrestrictunderstandingoflanguageorcontextnuances.

•61%ofcustomerscontactagentsbecausetheywereunhappywithchatbotresolutions.

•18%ofcustomersabandoncallsbeforereachingacustomerservicerepresentativeatsmall-to-mid-sizefinancialservicesinstitution.

•17%ofcustomersgenerallydistrustchatbotsandpreferredhumanagents.

agents,and40%

4

Morethan8in10

bankemployees

acrossallindustrysegmentsrated

theircontactcenter’sdigitalization

aslow.

>80%ofacontact

centerrepresentative’s

workday

isconsumedbyrepetitivemanual

tasks.

Lessthan10%

ofagenttimeisspentonup-selling

andcross-selling.(Figure1)

Figure1Technologylimitationssignificantlyreduceup-sellandcross-sell

45%time

spentonoprerationalactivities

Trainteammembers

Enter/modifydata

intosystems

Track,monitor,andreportkeymetrics

Prioritizeanddistributeteamworkload

Otheractivities

11%

10%

9%

9%

6%

ort

Respondto

customqueries

12%

%

rsupp

Guideapplication

completion

10%

38

ustome

Conveychangesin

policies/fees

8%

C

Performtransactions

onbehalfofcustomer

8%

rsales

Up-sellandcross-sell

activities

9%

18%

Custome

Providepersonalized

content

9%

Source:CapgeminiResearchInstituteforFinancialServicesAnalysis,2024;WorldRetailBankingReport2024bankcontactcenteremployeesurvey,N=375Note:Chartnumbersandquotedpercentagesmaynottotal100%duetorounding

5

Thefuture:Contactcenters

asvaluecreators

Totransformtraditionalcontactcentersintovalue

creatorsthatrevitalizecustomerexperiences,

driveoperationalefficiency,andincreaserevenues,

financialservicesleadersareadoptingintelligent

bankingcapabilities.Thisincludesembracingartificial

intelligence(AI),machinelearning(ML),natural

languageprocessing(NLP),speechrecognition,and

predictiveanalytics.

ByeffectivelyinfusingAI-poweredintelligence,

includinggenerativeAI,bankscan

optimizenearly77%of

employeetimespenton

operationalandcustomer

interactionactivities.

Mostimportantly,intelligentcontactcenterscanactasomnichannelhubs,strikingabalancebetweenhumananddigitalinteractions.

Withnext-generationintelligentcontactcenters

successfullyintegratedintoabank’somnichannel

strategy,financialservicesinstitutionscandeliver

hyper-personalizedexperiencesthatmeetevolving

customerexperienceexpectationswhileslashingcostsandempoweringagentstobuildrelationshipsthat

delightcustomers,improvebrandaffinity,andenhanceprofitability.

Banksshouldseizeopportunitiestoleveragetechnologytodevelopnext-generationintelligentcontactcenters.Inparticular,theyshouldharnessthepowerof

conversationalAIchatbotsand

AI-poweredagentcopilots.

6

ConversationalAIchatbots

EnhancingchatbotswithAIandgenerativeAIenablesthemtoofferpersonalized,contextually-relevant

interactions,improvingefficiencyandcustomer

satisfaction(Figure2).Upondetectingacustomer’s

question,abotserverinterpretsintentandcontextinrealtime.Next,searchanddecisionenginesseamlesslyworktogethertoassembleappropriatedataand

presentitasrelevantinformationinthecontextofthecustomer’sinquiry.

Aspartoftheprocess,conversationalAIchatbotsuselargelanguagemodels(LLMs)alongwithdataminedenterpriseknowledgebases,including

enterpriseresourceplanningsystemsandcustomerrelationshipmanagement,toprovideanoptimized,hyper-personalizedresponsesthatresemble

humaninteractions.

Inthisway,integratingAIandgenerativeAI

technologiesintochatbotsprovidescustomerswithrich,seamless,andcontextually-relevantinteractions.Efficiencyandeffectivenessincreasesodramaticallythatchatbotcontainmentratesasmuchasdouble.

Simultaneously,conversationalchatbotsfoster

customersatisfactionandloyalty.

Figure2UnlockingthepowerofconversationalAIchatbots

GenerativeAIagentcopilots

Inourresearch,bankexecutivesexpressedenthusiasmaroundthepotentialformultifaceted

generativeAI

agentcopilotstoanswertoday’scustomerexperience

(CX)

expectationswhilestreamliningcontactcenter

operationsanddrivingefficiency.GenerativeAIcopilotsconnectabanks’silosofinformation,applyadvanced

comprehensionalgorithms,andsupplyCSRswithreal-timein-contextbusinessinsightsforeverycustomerinteraction.

Empoweringagentswith360-degreeviewsenables

themtohighly-personalizeeachcustomerinteraction.Italsoenhancesagentcomprehensionofcallpatterns,helpsrefinestaffperformance,bolstersoverall

efficiency,andfacilitatesthemonetizationofbankingrelationships.

Forcomplaintsituations,copilotsdiveintohistoricaldatatodeterminesuccessfulresolutions,equippingagentswithinstantaneousinsightsandeffective

strategiesforexpertlyaddressinggrievancesandimprovingtheCX.

Further,copilotscanautomateandstreamlineemail

responses,alleviatingpressureonagentsandensuringtimely,personalized,andaccurateinformationdelivery.

Incollaborationwithacopilot,agentscanturn

interactionsintomeaningfulengagementsthatresonatewithindividualneeds.Thiselevates

eachcustomer’ssenseofvalue,enhancingoverallsatisfactionwiththebank.

Conversational

AIinterface

Customer

Botserver

Querysearch

Decisionengine

Responsegeneration

LLMmodels

(OpenAI,GoogleBard,

Llama2,AWS,Bedrock,etc.)

Enterprisedata

(CRM,EPRs,CDP,etc.)

Source:CapgeminiResearchInstituteforFinancialServicesAnalysis,2024

7

Inconclusion

Intoday’sAI-drivendigitalbankingera,it’stimeto

leaveclunkyphonemenusandroboticvoicesbehind.

Banksarere-imaginingcontactcentersascustomer

experiencepowerhousesbyinfusingthemwith

intelligenttechnologiesandunleashingawaveofnew

ideasandservicesthataredirectlyinformedbyreal-

timecustomerinteractions.

RetailbanksmustimplementAIandgenerativeAIonan

enterprisescaletoachieveintelligenttransformationof

contactcenters,requiringarobustcloudinfrastructure,

reliabledatafoundation,accessibleLLMsunderstrong

AIgovernance,in-houseexpertise,andrigorous

protocols.Also,intelligenceshouldpermeateall

bankingoperations,aimingtopavethewayfor

autonomousandintelligentself-drivingbanks.

TolearnmoreaboutAI-p