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Analyst Report

Maximizing Customer Value Through AI-Driven Relationships

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Creating continuous customer value is complicated, and entrenched silos across marketing, sales, and channel silos hinder the customer journey. Customer interactions need to flow across those functions throughout the lifecycle as missteps along the way will impede longer, deeper relationships with your bank. Conversely, delivering consistently great experiences based on customer insights cascades success, and generates new opportunities that positively impact your bottom line.

This Celent report, commissioned by Pega, explores how financial institutions can leverage AI to maximize customer value, at scale and in real-time, by being more relevant, timely, and contextual. The report shares insights on:

  • Using AI to improve customer experience
  • What works – and doesn’t – when implementing AI
  • Strategies and tactics to get started


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