Towards AI-Driven Hyper-Personalisation: Reimagining the Customer Engagement

This report examines the latest trends and directions for the use of AI/ML-driven solutions in banking. By introducing a highly responsive, real-time engagement approach, banks and financial institutions can detect key moments in every customer’s individual online journey and create flexible, tailored communication across various platforms and channels. To benchmark the customer engagement maturity, SAS experts examined the practices and data analysis abilities of 29 banks and other financial institutions.

SAS researchers established strategic positions, capabilities and shortcomings of customer experience management in the banking sector.