8CIOReview | | JULY 2024IN MY OPINIONHYPER-PERSONALIZATION, A TOP TREND IN FINANCIAL SERVICES TO ADD VALUE TO CUSTOMER EXPERIENCE WITH EXCLUSIVE OFFERSIn financial industry scenario, with many different players - banking, fintechs and even retail industries - offering financial solutions, we need to provide a unique experience. Bradesco, one of the major Brazilian banks with almost 77 million customers, more than 85 thousand customer services points and 15 million accesses in mobile banking per day, understands that. For Bradesco, it is important to be a "life centric banking", focused on customer needs along life journey, which is possible using technology as an enabler to understand customer voice and using data insights to create hyper-personalized experiences.Hyper-personalization refers to a thorough and nuanced understanding of each customer's needs, preferences, and behavior. Banks are working in boosting data and analytics to improve this understanding about their customers. It allows banks to offer targeted services and products that are tailored to the individual customer, resulting in a more engaging and satisfactory customer experience. In other words, hyper-personalization is ultra-precise messaging and personalization in near real time and, for delivering this, they use machine learning (ML), advanced analytics and artificial intelligence (AI) to process recent customer activity, events, and real-time signals.For Bradesco, this strategy makes it possible to display relevant content, products, services, and information to each individual user and it can enable experiences that allow more and better interactions through personalized value propositions in all relationship channels, but mainly in mobile and IB - customer preferred channels - that corresponds for 93% of total transactions of the bank. Some of the solutions offered in our digital channels are: ·An advanced CRM solution called CRM 2.0, a platform that integrates several channels to offer the best product / service based on customer behavior in digital channel, adding data from Open Finance. It understands customer interaction in a journey, and it offers the best choices, in the appropriate channel, next time the customer interacts with the bank. ·For customers that have an investor profile, Bradesco offers the solution "Recommended for you", which makes recommendations in the investment portfolio, based on other customers that have similar profile. The journey is easy and intuitive, and by accepting the recommendations, customer can directly apply to invest in different wealth products.·To strengthen our relationship with `Prime' customers (high income customers), going beyond banking services, the solution "Prime Travel" offers a unique experience that consolidates benefits during a trip, from the planning, going through the travel itself until offering experiences in the city being visited, with all advantages and benefits by integration with partners. Customer insights have established a competitive differential and a new level for the Brazilian banking industry, rewriting the dynamics of the bank's relationship with its customers. These initiatives strongly work on hyper-personalization of customer services in mobile phone through the usage of analytics, models, market platforms, cloud infrastructure (SaaS) and artificial intelligence. All solutions were developed based on customer centricity principles and in an agile model with fusion teams composed of professionals from different areas including IT, Business, UX, CRM, data specialists and partners in different industries to offer a complete journey. By Cristina Pinna, IT Director, Banco Bradesco
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