Customer service in banking has changed as new channels emerged and old ones evolved. Its gradual shift from in-person, branch-based interactions to include contact centers, self-service via phone, messaging via digital banking, virtual assistants, and live chat almost certainly pushed down costs per interaction for the bank and in many cases made customer service more convenient for customers. The next step is stitching together modernized channels into an uninterrupted customer service journey that optimizes the personal touch.

The key for customer service channels today is to balance cost efficiency and customer experience. It requires a multifaceted strategy and a modernization plan that includes platform integration. Customer service channels are often siloed, interfering with attempts to seamlessly and efficiently address customers’ inquiries. Automated and intelligent routing for customer service inquiries could help by getting the customer answers faster and cutting down on bank employees’ time. Additionally, real-time recordkeeping within channels may improve the customer service experience by, for example, passing notes from agent to agent in a call center or chat, reducing the number of follow-up questions.

Interactions are most cost efficient and offer the best customer experience when they optimize conversations based on a customer’s immediate needs. In the context of customer service, it may work like this: A customer asks a question to a virtual assistant. The virtual assistant can’t answer, and intelligently routes the conversation to an agent. The agent resolves the issue, but the customer visits the branch for something else. A banker uses information to follow up in person, enhancing the personal relationship with the customer. This provides self-service capabilities when they make sense, but pulls a human into the equation when necessary, keeping interactions personal.

The next evolution in customer service may be predictive: By the time a customer reaches out through a self-service channel, the bank is ready to address their request from any channel. A customer’s financial wellbeing, product ownership, banking activity, and previous interactions with the bank may all be analyzed to create this picture. It’s then even faster to resolve a problem. Handoffs between channels may not even be necessary if information about the customer is centralized and accessible.

The endgame is channel-agnostic, real-time predictive customer service based on the bank’s wealth of data about its customers. For the “personal touch,” a branch banker has an individualized starting point for a conversation with the many customers who use multiple banking channels. That includes anticipating new questions and being able to follow up on previous interactions with the bank.

This customer service ideal is a distant destination for many banks, given the technological hurdles. But a vision is crucial. Without one, banks may fall into the trap of channels driving customer service strategy. To innovate, they must break free of that mentality.