{"id":643070,"date":"2023-03-30T14:54:14","date_gmt":"2023-03-30T19:54:14","guid":{"rendered":"https:\/\/www.capgemini.com\/?post_type=research-and-insight&#038;p=877860"},"modified":"2026-03-10T14:01:00","modified_gmt":"2026-03-10T18:01:00","slug":"omnichannel-customer-experience-in-finance-capgemini","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/ca-en\/insights\/research-library\/reimagining-the-financial-services-omnichannel-customer-experience\/","title":{"rendered":"Reimagining the financial services omnichannel customer experience"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/03\/Omnichannel_Customer_Experience-Webpage_Background.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/03\/Omnichannel_Customer_Experience-Webpage_Background.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/03\/Omnichannel_Customer_Experience-Webpage_Background.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/03\/Omnichannel_Customer_Experience-Webpage_Background.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/03\/Omnichannel_Customer_Experience-Webpage_Background.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/03\/Omnichannel_Customer_Experience-Webpage_Background.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/03\/Omnichannel_Customer_Experience-Webpage_Background.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/03\/Omnichannel_Customer_Experience-Webpage_Background.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/03\/Omnichannel_Customer_Experience-Webpage_Background.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:50% 44%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">Customer first<\/span><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Reimagining the financial services omnichannel customer experience<\/h1><\/div><div class=\"inner-row-insight download-btn\"><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"grid-container\"><div class=\"col-12 col-md-2\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=877860\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=877860&amp;text=Reimagining%20the%20financial%20services%20omnichannel%20customer%20experience\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=877860&amp;text=Reimagining%20the%20financial%20services%20omnichannel%20customer%20experience\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div><div class=\"article-text article-quote-text\">\n<h3 class=\"wp-block-heading\" id=\"h-increase-competitiveness-and-deliver-a-seamless-customer-experience-through-data-context-and-intelligence-across-platforms\">Increase competitiveness and deliver a seamless customer experience through data, context, and intelligence across platforms<\/h3>\n\n\n\n<figure class=\"wp-block-image alignright size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"453\" height=\"641\" src=\"https:\/\/www.capgemini.com\/ca-en\/wp-content\/uploads\/sites\/17\/2023\/03\/Omnichannel_Customer_Experience-Document_Thumnail_v2-1.jpg\" alt=\"\" class=\"wp-image-675478\" srcset=\"https:\/\/www.capgemini.com\/ca-en\/wp-content\/uploads\/sites\/17\/2023\/03\/Omnichannel_Customer_Experience-Document_Thumnail_v2-1.jpg 453w, https:\/\/www.capgemini.com\/ca-en\/wp-content\/uploads\/sites\/17\/2023\/03\/Omnichannel_Customer_Experience-Document_Thumnail_v2-1.jpg?resize=212,300 212w\" sizes=\"auto, (max-width: 453px) 100vw, 453px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-why-the-omnichannel-experience-matters-more-than-ever\"><strong>Why the Omnichannel Experience Matters More Than Ever<\/strong><\/h2>\n\n\n\n<p>Today\u2019s financial services customers expect fluid, personalized interactions across every channel they use \u2014 whether mobile apps, ATMs, websites, or call centers. Yet, many banks and insurers struggle to deliver on this expectation.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>73%<\/strong> of customers believe companies should understand their needs automatically&nbsp;<\/li>\n\n\n\n<li><strong>88%<\/strong> consider experience as important as the product itself&nbsp;<\/li>\n\n\n\n<li><strong>Only 9%<\/strong> of financial institutions say they provide an \u201cexcellent\u201d digital experience<\/li>\n<\/ul>\n\n\n\n<p>Disparate systems and disconnected service layers often result in repetitive experiences, increased frustration, and missed opportunities to retain or grow customer relationships.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-common-omnichannel-breakdowns\"><strong>Common Omnichannel Breakdowns<\/strong><\/h2>\n\n\n\n<p>When a customer moves from an IVR to a chatbot to a live agent, they\u2019re often forced to repeat their issue, re-authenticate, and restart the conversation. Behind the scenes, this friction is driven by:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Standalone digital systems with isolated data silos&nbsp;<\/li>\n\n\n\n<li>Fragmented AI\/ML applications by department or channel&nbsp;<\/li>\n\n\n\n<li>Lack of orchestration across customer touchpoints<\/li>\n<\/ul>\n\n\n\n<p>In insurance, for instance, over <strong>80% of interactions are digital<\/strong>, yet only <strong>32% of insurers<\/strong> feel they effectively close sales online \u2014 highlighting a gap in true cross-channel coordination.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-solution-a-customer-experience-data-hub\"><strong>The Solution: A Customer Experience Data Hub<\/strong><\/h2>\n\n\n\n<p>Capgemini recommends building a customer experience data hub &#8211; a centralized back-end platform that unifies customer data, context, and intelligence. This enables institutions to:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Predict customer needs before they\u2019re expressed&nbsp;<\/li>\n\n\n\n<li>Automate resolutions or hand off seamlessly between agents and channels&nbsp;<\/li>\n\n\n\n<li>Create consistent, personalized journeys across channels<\/li>\n<\/ul>\n\n\n\n<p>Banks that excel in customer experience see:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>1.9x higher customer recommendation rates<\/strong>&nbsp;<\/li>\n\n\n\n<li><strong>2.1x higher likelihood<\/strong> of cross-selling&nbsp;<\/li>\n\n\n\n<li>Up to <strong>16.5% growth<\/strong> in deposit share&nbsp;<\/li>\n\n\n\n<li><em>(<\/em><a href=\"https:\/\/www.businesswire.com\/news\/home\/20181211005619\/en\/Kantar-Study-Shows-U.S.-Banks-Increase-Share\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Kantar, Capgemini reports<\/em><\/a><em>)<\/em><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-core-capabilities-of-a-data-hub\"><strong>Core Capabilities of a Data Hub<\/strong><\/h3>\n\n\n\n<p>To unlock a seamless omnichannel experience, institutions must centralize three foundational elements:&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-1-centralized-data-nbsp\">1. <strong>Centralized Data<\/strong>&nbsp;<\/h4>\n\n\n\n<p>Unifies real-time and batch data from billing systems, payment platforms, CRM, mobile apps, IVRs, and more.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-2-centralized-context-nbsp\">2. <strong>Centralized Context<\/strong>&nbsp;<\/h4>\n\n\n\n<p>Recognizes a customer across channels using identifiers (e.g., phone, chatbot, session), and maps all recent interactions to build continuity.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-3-centralized-intelligence-nbsp\">3. <strong>Centralized Intelligence<\/strong>&nbsp;<\/h4>\n\n\n\n<p>AI\/ML models assess interaction urgency and intent, generate resolution options, and surface them across all digital and human-assisted channels.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/06\/Financial-services-omnichannel-.png\" alt=\"\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-business-impact-benefits-for-financial-institutions-nbsp-nbsp\"><strong>Business Impact: Benefits for Financial Institutions&nbsp;<\/strong>&nbsp;<\/h2>\n\n\n\n<p>A centralized experience architecture empowers institutions to:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Reduce average call handling time by 2\u20133 minutes<\/li>\n\n\n\n<li>Lower agent workload through automation and prioritization&nbsp;<\/li>\n\n\n\n<li>Scale to peak interaction volumes without additional cost&nbsp;<\/li>\n\n\n\n<li>Enhance customer satisfaction, cross-sell effectiveness, and retention&nbsp;<\/li>\n\n\n\n<li>Increase operational agility and regulatory auditability<\/li>\n<\/ul>\n\n\n\n<p>This approach improves both the front-end experience and the back-end efficiency that supports it.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-best-practices-to-implement-a-customer-experience-data-hub\"><strong>Best Practices to Implement a Customer Experience Data Hub<\/strong><\/h2>\n\n\n\n<p>While the concept of a data hub is powerful, executing it requires disciplined planning:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Use near real-time data pipelines<\/strong> (e.g., asynchronous messaging) to keep interactions fresh&nbsp;<\/li>\n\n\n\n<li><strong>Design a flexible data model<\/strong> to onboard new interaction types or systems quickly&nbsp;<\/li>\n\n\n\n<li><strong>Empower business teams<\/strong> to define and adjust event severity rules and workflows&nbsp;<\/li>\n\n\n\n<li><strong>Implement incrementally<\/strong>, starting with one touchpoint (e.g., IVR) and expanding iteratively&nbsp;<\/li>\n\n\n\n<li><strong>Integrate with existing front-ends<\/strong> to minimize disruption while upgrading intelligence<\/li>\n<\/ul>\n\n\n\n<p>This modular approach allows for scalability across contact centers, digital apps, and service desks \u2014 without re-architecting the entire system.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-transforming-the-customer-experience-at-scale\"><strong>Transforming the Customer Experience at Scale <\/strong><\/h3>\n\n\n\n<p>With a centralized approach:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Customers no longer need to re-explain issues across channels&nbsp;<\/li>\n\n\n\n<li>AI surfaces next-best actions and resolution paths immediately&nbsp;<\/li>\n\n\n\n<li>Escalations are handled via warm transfers, with full context passed across agents or bots&nbsp;<\/li>\n\n\n\n<li>Financial institutions reduce cost-to-serve while improving loyalty and upsell potential<\/li>\n<\/ul>\n\n\n\n<p>Ultimately, delivering a truly omnichannel experience becomes a competitive advantage \u2014 driving revenue growth and long-term customer trust.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-summary-why-now-is-the-time-to-centralize-cx-intelligence\"><strong>Summary: Why Now Is the Time to Centralize CX Intelligence<\/strong><\/h2>\n\n\n\n<p>Delivering seamless, intelligent, and consistent experiences is no longer a differentiator \u2014 it\u2019s a customer expectation. With a customer experience data hub unifying data, context, and intelligence, financial services firms can transform fragmented channels into cohesive journeys that benefit both customer and institution alike.&nbsp;<\/p>\n\n\n\n<p><strong>Want to explore the full strategy, stats, and implementation framework?<\/strong>&nbsp;<\/p>\n\n\n\n<p>Read our latest point of view on reimagining the financial services omnichannel customer experience to see how organizations can:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Increase customer recommendations, boost cross-sell rates, and grow share of deposits&nbsp;<\/li>\n\n\n\n<li>Reduce call handling times by up to 50%&nbsp;<\/li>\n\n\n\n<li>Offer a warm hand-off to other channels or customer service representatives<\/li>\n\n\n\n<li>Establish a powerful customer experience data hub that centralizes customer data, context, and intelligence across all channels<\/li>\n<\/ul>\n\n\n\n<p>&nbsp;<sup>1<\/sup> <a href=\"https:\/\/www.salesforce.com\/content\/dam\/web\/en_us\/www\/documents\/research\/salesforce-state-of-the-connected-customer-fifth-ed.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">State of the Connected Customer, 5th Edition, 2022. 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