Modern banks sit on treasure troves of data and can access even more from readily available public sources. Yet the question remains: What’s the most valuable way to use it? At U.S. Bank, this resource fuels what’s always been — and continues to be — a top priority: serving customers in their preferred way, to their maximum benefit.
“We’re mining the data we process from artificial intelligence and machine learning to see how we can improve interaction with the customers and use trigger alerts,” Nallasivan says. “So if a person gets married, begins a new job or has a baby, how can we can reach out to them to mark those occasions?”
Through analytics, “We found out that in many cases we don’t have a relationship with the beneficiary. So the question becomes, ‘How do make sure we can forge that relationship?’” With that question front of mind beforehand, the bank can move into a space where it creates reassurances and dialogues to turn account attrition into earned retention: for example, reaching out to the beneficiary to highlight the deceased client’s history with the bank and propose ways to continue that relationship.
Nallasivan cites the example of a nonfunctioning webpage link — and how breaking down data around customer call content can identify that pervasive issue that might otherwise sit unaddressed. To be sure, banks have regulation and compliance concerns many other businesses don’t. And to that end, U.S. Bank takes seriously the trust customers place in them. This again circles back to data, which universally sits in the crosshairs of hackers and cyberthieves.
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