How a Bank Used AI to Guide Customers Through Its Digital Channels

The Challenge

The bank served customers through its digital channels, but these were not always easy to navigate. Some users struggled to reach the right screen, others were unsure how to start a transaction, and some found it hard to understand what particular product functions did. Knowing what they wanted to achieve was not the same as knowing where in the channel to do it.

For the digital channel, product and customer experience teams, this created friction in the customer journey. When users could not find their way, transactions were more likely to be left unfinished, and getting the most from the channels depended on customers learning how each function worked. The bank wanted a simpler way to take users from need to action within the channel itself.

The Solution

With cognipeer Studio, our team configured an AI assistant that let customers describe what they need in their own words, through a chat area inside the bank’s digital channels. Users no longer needed to know where a function was located before asking for help with it.

The assistant interpreted each request and responded with the appropriate guidance. Depending on the need, it pointed to the relevant screen, moved the user on to the next step or made it easier for them to start specific transactions themselves. Customers remained in charge of their own journey, with the assistant helping them find the way.

Implementation

1. Mapped requests to destinations. We linked the kinds of needs customers expressed to the screens, steps and transactions within the bank’s digital channels that served them.
2. Added a natural-language chat area. Customers could simply type what they needed, without having to find the right place in the channel first.
3. Configured guidance and next steps. The assistant was set up to point to the relevant screen or take the user on to the next step in their journey.
4. Simplified transaction starts. For specific transactions, the assistant made it easier for customers to begin the process themselves.

Business Impact

Customers gained a simpler way to find what they needed in the bank’s digital channels, asking for what they needed instead of working out where each function sat. For the digital channel, product and customer experience teams, guidance became part of the experience itself rather than something users had to learn separately. More journeys could be completed within the channel, with less reliance on prior training.

• A simpler user experience across the bank’s digital channels.
• Greater adoption of digital channels as customers found their way more easily.
• Fewer abandoned transactions when users knew how to take the next step.
• Less need for training on how to use product functions.

Technology Behind the Solution