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What is the hype about hyper-personalisation? A three-dimensional view to implementation

Author

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  • Reznic, Mirella

    (Valley Strong Credit Union, USA)

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).

Suggested Citation

  • Reznic, Mirella, 2023. "What is the hype about hyper-personalisation? A three-dimensional view to implementation," Journal of Digital Banking, Henry Stewart Publications, vol. 8(2), pages 159-167, September.
    • Handle: RePEc:aza:jdb000:y:2023:v:8:i:2:p:159-167
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    More about this item

    Keywords

    hyper-personalisation; artificial intelligence; customer experience; customer journey; predictive analytics; machine learning; humanistic AI;
    All these keywords.

    JEL classification:

    • G2 - Financial Economics - - Financial Institutions and Services
    • E5 - Macroeconomics and Monetary Economics - - Monetary Policy, Central Banking, and the Supply of Money and Credit

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