As customer expectations shift and digital channels multiply, financial institutions are reevaluating the role of their contact centers. Are call centers still relevant in the era of AI-driven self-service? How can technology improve—not replace—human interaction? A recent conversation between Melissa Copley, Financial Services Director at NewRocket, and Guillaume Seynhaeve, VP of Sales and Marketing at 3CLogic, explores these pressing questions.
Their discussion sheds light on the operational challenges facing call centers, reinforces their strategic importance, and highlights how emerging technologies like generative AI (Gen AI) can drive meaningful transformation.
Operational complexity is straining agents and systems
Call center agents are under more pressure than ever. The complexity of financial products and the nuanced nature of customer inquiries demand a high level of expertise—and the tools to match. Unfortunately, many financial institutions continue to rely on outdated or fragmented technology stacks, forcing agents to toggle between multiple systems. In some cases, agents spend up to two-thirds of their time navigating tools rather than assisting customers.
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This inefficiency contributes to agent burnout and undermines the customer experience. Meanwhile, digital-savvy customers expect seamless service and quick resolution—expectations that legacy systems often fail to meet.
Human interaction remains critical in a digital-first strategy
While self-service channels have grown in popularity, contact centers continue to play a vital role in customer engagement—especially when dealing with complex or emotionally sensitive financial matters. Automation is highly effective for routine transactions such as balance inquiries or password resets. However, when issues become more involved, customers still prefer speaking with a knowledgeable human representative.
The conversation highlights a key insight: a single poor interaction with a chatbot can erode customer trust and drive them back to live agents. The future of financial service delivery will require a digital-first, human-centric model where technology enhances, rather than replaces, human interaction. Contact centers must evolve from being reactive support channels to becoming proactive, strategic touchpoints within the broader customer experience.
Generative AI can enhance—rather than replace—agent capabilities
Generative AI presents an exciting opportunity to reimagine call center operations. While not a cure-all, Gen AI can help scale operations, reduce agent workload, and improve overall efficiency when implemented thoughtfully. Capabilities include:
- Customer intent recognition and call deflection through fast, intelligent access to knowledge bases.
- Real-time support for agents, including transcription and contextual information delivery.
- Post-call automation such as summarization and sentiment analysis, which can feed into platforms like ServiceNow for a more complete view of the customer journey.
However, the success of Gen AI initiatives depends on the quality of underlying data, the structure of workflows, and seamless integration with existing systems. As Copley and Seynhaeve emphasize, organizations should take a measured, strategic approach to AI adoption—prioritizing foundational readiness over speed. As they put it, “slow is smooth and smooth is fast.”
A strategic path forward for financial institutions
The evolution of financial call centers is not about choosing between digital or human service—it’s about combining both to deliver a cohesive and responsive customer experience. Addressing operational complexity, modernizing technology infrastructure, and adopting AI with care can empower agents and increase customer satisfaction.
By embracing a digital-first, human-centric approach and leveraging tools like Gen AI within platforms such as ServiceNow, financial institutions can transform their call centers from operational cost centers into strategic assets that drive loyalty and long-term value.
What this means for ERP insiders
Contact centers remain critical for complex financial interactions. Despite the growth of digital self-service, research by McKinsey & Company shows that over 60% of customers still prefer speaking to a live agent for complex or high-stakes issues—especially in sectors like financial services where trust and personalization are key. Contact centers are evolving from cost centers to strategic assets that drive loyalty and brand differentiation.
Technology fragmentation hinders agent productivity and customer satisfaction.
A study by Harvard Business Review found that employees spend nearly 20% of their time searching for internal information or tracking down colleagues who can help with specific tasks. In the context of financial call centers, this inefficiency can severely impact customer experience and agent morale. Streamlining workflows through unified platforms like ServiceNow—enhanced with voice solutions such as 3CLogic—can significantly reduce this friction and improve operational efficiency.
Generative AI can accelerate efficiency—but only with strong data foundations. According to a 2023 Deloitte report on AI adoption in service operations, only 26% of organizations feel confident in their data readiness for AI initiatives. Without clean, well-governed data and structured workflows, even the most advanced AI tools can underdeliver. When properly integrated, Gen AI can automate tasks like real-time transcription, post-call summarization, and sentiment analysis—enhancing both agent productivity and the overall customer experience.
