How AI is Transforming Customer Engagement: Insights from NAB and BUPA
National Australia Bank (NAB) has seen a significant boost in customer engagement thanks to its new AI-driven tool, which has increased interaction by 40% since its launch last year.
Jess Cuthbertson, NAB’s Customer Analytics and Decisioning Executive, shared this impressive statistic during her keynote at a Pega software convention in Las Vegas. “As soon as we integrated the 'customer brain,' we saw a 40% lift in customer engagement, which is absolutely massive for our customers,” she said.
This AI tool, known as the "customer brain," leverages machine learning to analyze customer behaviors and predict their needs, ensuring interactions are timely and relevant. Cuthbertson emphasized that this approach may result in fewer communications overall, but each interaction is more meaningful and trustworthy for the customer.
Although specific additional statistics were not disclosed, Cuthbertson highlighted the importance of measuring outcomes, stating, “The customer engagement stat is one that I love because it’s customers’ reaction to what we’re doing with the brain.”
The AI tool is currently utilized for business accounts, assisting users in completing forms, updating personal information in compliance with regulations, and protecting against scams and fraud by suggesting lower daily transfer limits for those with high limits.
When asked about integrating generative AI with the customer brain platform, Cuthbertson, alongside Head of Customer Decisioning Lisa Marchant, clarified that while they are exploring generative AI opportunities, it is not currently part of this platform.
The convention also featured presentations from Commonwealth Bank, ANZ, and private health insurer BUPA. BUPA is experimenting with generative AI to enhance customer communication. Cale Urwin, BUPA’s Director of Data, Digital & Marketing Health Services, shared that they have tested the technology internally to generate instant communication prompts based on customer profiles.
Urwin noted that the AI-driven approach has significantly improved operational efficiency, achieving gains of 20 to 50%. He explained, “There’s always going to be a human element, but the potential is that if you feed in your brand guidelines or legal guidance, the AI can automatically suggest the appropriate tone of voice.”
Despite BUPA’s cautious approach to AI, considering the clinical responsibilities in healthcare, Urwin praised the technology for its ability to generate concepts in minutes rather than days, unlocking substantial value.
As AI continues to evolve, both NAB and BUPA demonstrate how it can enhance customer engagement and operational efficiency, paving the way for more personalized and efficient interactions in the finance and healthcare sectors.
