The Future Of Customer Service In Banking: Balancing Ai, Innovation And Human Connection

Mohammad Syahreza Syahrial, Head Of Customer Service, Pt Bank Jago Tbk

Mohammad Syahreza Syahrial, Head Of Customer Service, Pt Bank Jago Tbk

Evolution Of Customer Service In Banking

I have over 30 years of experience across various industries, including banking, telecommunications, airlines, consulting, e-commerce and fintech. Throughout my career, I have specialized in Customer Relationship Management (CRM), Customer Experience (CX), Customer Care and Contact Centers, working with both global and national companies.

At PT Bank Jago Tbk, I am responsible for developing customer service strategies with a digitalfirst approach. My primary focus is ensuring that our service is not only efficient and scalable but also delivers a personalized and relevant experience for our customers. I am also actively involved in AI and automation implementation to enhance operational efficiency while maintaining a human touch in customer interactions.

The customer service industry has evolved significantly, especially in banking. In the past, customer service was mainly faceto-face and call center-driven. Today, banking is shifting towards selfservice digital channels such as mobile apps, chatbots and AI-powered assistants.

Another major shift is the transition from customer service to customer experience. Customers no longer just want their issues resolved; they expect seamless, fast and personalized experiences. Data and AI now play a crucial role in proactively understanding and meeting customer needs.

AI Enhances Efficiency, But Human Connection Remains The Heart Of Great Customer Service

Additionally, with the rise of fintech and digital banks, competition has intensified. Speed, convenience and relevance are now key factors in building customer loyalty.

Strategies For Motivating And Engaging Customer Service Teams

To keep customer service teams motivated and engaged, I focus on several key strategies:

• Providing a clear sense of purpose – Teams need to understand that they are not just solving complaints but playing a crucial role in building long-term customer relationships.

• Leveraging technology to reduce repetitive tasks – By automating routine processes, agents can focus on more complex and meaningful customer interactions.

• Continuous training and skill development – Beyond technical training, I encourage soft skills development, such as empathetic communication and problem-solving, to help teams handle diverse customer needs effectively.

• Recognizing and rewarding performance – A culture of appreciation, where outstanding customer service efforts are recognized, helps boost morale and engagement.

• Fostering a collaborative and supportive work environment – Ensuring that employees feel valued and supported leads to greater job satisfaction and productivity.

Balancing AI And Human Connection In Customer Service

The key to balancing automation and personalization is using AI as an enabler, not a replacement for human interactions. Here’s how I approach it:

• AI handles routine inquiries – Chatbots and self-service options manage frequently asked questions and transactional requests, freeing up human agents for more complex cases.

• Data-driven personalization – AI and analytics help us understand customer behavior and preferences, allowing us to deliver proactive and personalized solutions.

• Human intervention when it matters – For sensitive or emotionally charged issues, a human touch is irreplaceable. We ensure that customers can easily escalate issues to a live agent when needed.

• Seamless integration of human and AI interactions – The transition from AI to human agents must be smooth and contextual, ensuring that customers don’t have to repeat themselves. Ultimately, AI enhances efficiency, but human connection remains the heart of great customer service.

For those building a career in customer service and customer experience, I would offer the following advice:

• Stay customer-focused – No matter how advanced technology becomes, understanding and meeting customer needs should always be the top priority.

• Embrace technology and innovation – AI, automation and data analytics are transforming the industry. Learning how to leverage these tools will set you apart.

• Develop strong soft skills – Empathy, communication and problem-solving abilities are just as important as technical skills.

• Be adaptable and proactive – The industry is evolving rapidly, so continuous learning and staying ahead of trends are crucial.

• Build strong relationships – Whether with customers, colleagues, or industry peers, strong relationships create opportunities for growth and success