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

Mirella Reznic
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Mirella Reznic: Valley Strong Credit Union, USA

Journal of Digital Banking, 2023, vol. 8, issue 2, 159-167

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 (search for similar items in EconPapers)
JEL-codes: E5 G2 (search for similar items in EconPapers)
Date: 2023
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