Anticipatory Banking Case Study – Mobile App - Customer Needs First | Publicis Sapient
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Leading Retail Bank Anticipates Customer Needs with AI
How a new banking app put practical financial guidance into customers’ hands.
Summary
The app turned everyday banking data into timely guidance that customers could rely and act on.
- 95 % of customer interactions influenced by AI-driven insights
- 86 % of customers rate the experience “very helpful”
- 4 + rating on the app store
Summary
Client Retail Bank
Industry Financial Services
Topic Experience & Commerce
In this customer story
- Intro
- The Problem
- The Solution
- The Impact
Intro
This leading retail bank’s mobile app had to do more than display balances and transactions. Customers wanted useful guidance that reflected what was happening in their financial lives, without make everyday banking harder. The bank worked with Publicis Sapient to create an app built around those moments. By using customer data to surface timely, relevant information, the app delivered an experience that helped people understand their finances and decide what to do next. The result moved mobile banking beyond simple transactions toward a more useful relationship with customers.
The Problem
Banking apps are good at handling basic functions like viewing transactions and paying bills. But our client realized that people expect far more insight and guidance from their bank, especially when compared to other leading-edge digital experiences. That fact, combined with the potential for a vast amount of customer insight, compelled the bank to enlist Publicis Sapient to reimagine and re-engineer the entire app experience with customer-centricity in mind.
The Solution
Working alongside the bank’s employees and actual customers throughout the entire process, we formed several co-located strategy, research, design, development, and agile delivery teams across four time zones. Our combined expertise delivered a brand-new, customer-obsessed app that removes typical money management obstacles and powers individual insights through intelligent data.
The Impact
This one-of-a-kind banking app increased customer trust and loyalty from day one by anticipating customer needs, guiding their financial decisions, and ultimately helping people feel secure and in control of their money through practical, intuitive features like:
- Anticipatory cash flow: Helping customers see ahead to avoid overdraft fees, safe extra cash and make smarter spending, payment and budgeting decisions
- Personalized insights and guidance: Informing and encouraging positive financial behavior over time
- Easy-to-understand visualizations: Providing more transparency and clarity than mere number lists and dollar amounts
- Convenient controls: Granting greater account management and flexibility
" The Publicis Sapient team helped set a vision for the app and then brought a startup mindset and agility to the team that allowed us to create the app in under a year—less than half the time needed to make a traditional full banking app. "
Meet our author
Andrew Borys
Senior Marketing Manager, Financial Services
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