Customer experience has transformed from a department’s responsibility into companies’ core mission, weaving its way into every interaction, decision, and innovation. Long gone are the days when delivering a service was enough. Customers now demand experiences—personalised, seamless, and intuitive. It’s no longer just about the service itself but about how it’s delivered, how effortlessly it fits into their lives, and how deeply it resonates with their needs. Welcome to the new age of customer experience (CX), where personalisation and innovation are rewriting the rules. The new role of customer service Traditionally, customer service was focused on reacting to problems after they arose. The helpline or service desk was the frontline for resolving issues. But today, customer experience is about being proactive, aiming to prevent problems before they even occur. Companies are leveraging AI-driven insights, user-friendly platforms, and a deep understanding of customer behaviour to anticipate needs and provide solutions seamlessly. For example, Bank of America uses Erica, an AI-driven virtual assistant that helps customers with a range of tasks, from checking balances to making transactions, all through natural language processing. Erica can anticipate user needs based on transaction history and can offer personalised financial advice or reminders for upcoming bills, taking customer service to the next level by being proactive rather than reactive. The growing trend is the usage of AI as a tool for solving problems, anticipating customer needs, and delivering personalised service. Embracing personalisation in banking The banking industry provides a powerful example of this evolution of customer service. Once primarily transactional—customers queuing at branches to deposit checks, pay bills, or withdraw cash. Today, the landscape is shifting, and customer expectations are evolving. Bank customers no longer seek just efficiency; they want personalised experiences that cater to their unique needs and financial aspirations. Personalisation in banking goes beyond addressing customers by name. It’s about understanding their spending habits, financial goals, and preferences to offer tailored products and services that feel relevant and timely. At Bank of Kigali, we are on that journey and this is the essence of 'NANJYE NI BK'—creating products that align with each individual’s needs, whether it’s through transactional tools, lending tools, savings tools, Investing tools, digital solutions, or personalised financial advice. Our goal is to redefine customer experience by making every interaction personal, meaningful, and empowering. That’s the future we’re building at BK. A glimpse into the future of banking From tellers handling deposits and withdrawals to ATMs revolutionising access and online banking bringing financial services to our fingertips, the evolution of banking has continually transformed how we manage our finances. Now, we stand on the brink of an even greater transformation. Banking no longer confined to brick-and-mortar locations, to banking powered by technology but grounded in human connection. Take the Development Bank of Singapore (DBS), for example, where most customers’ transactions are carried out digitally while branches are becoming advisory hubs, offering personalised guidance and opportunities for growth. This blend of innovation and personal service is the future of banking—one where technology empowers customers without replacing the human touch. Closing thoughts The journey of customer experience is far from over; it’s a continuous evolution that challenges industries to innovate and adapt. At Bank of Kigali, we are excited to be part of this transformation. By focusing on personalisation, security, and seamless digital platforms, we aim to redefine what banking means for our clients. Ultimately, it’s about building relationships that go beyond transactions—connections that enrich lives and create lasting value. The author is Head of Customer Experience at the Bank of Kigali. Views expressed in this article are of the writer.
