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Reinventing the Customer Experience with Advanced Analytics

by Kelly Nguyen 3 min read December 3, 2019

In today’s ever-changing and hypercompetitive environment, the customer experience has taken center-stage – highlighting new expectations in the ways businesses interact with their customers. But studies show financial institutions are falling short. In fact, a recent study revealed that 94% of banking firms can’t deliver on the “personalization promise.”

It’s not difficult to see why. Consumer preferences have changed, with many now preferring digital interactions. This has made it difficult for financial institutions to engage with consumers on a personal level. Nevertheless, customers expect seamless, consistent, and personalized experiences – that’s where the power of advanced analytics comes into play.

It’s no secret that using advanced analytics can enable businesses to turn rich data into insights that lead to confident business decisions and strategy development. But these business tools can actually help financial institutions deliver on that promise of personalization. According to an Experian study, 90% of organizations say that embracing advanced analytics is critical to their ability to provide an excellent customer experience. By using data and analytics to anticipate and respond to customer behavior, companies can develop new and creative ways to cater to their audiences – revolutionizing the customer experience as a whole.

It All Starts With Data

Data is the foundation for a successful digital transformation – the lack of clean and cohesive datasets can hinder the ability to implement advanced analytic capabilities. However, 89% of organizations face challenges on how to effectively manage and consolidate their data, according to Experian’s Global Data Management Research Benchmark Report of 2019. Because consumers prefer digital interactions, companies have been able to gather a vast amount of customer data. Technology that uses advanced analytic capabilities (like machine learning and artificial intelligence) are capable of uncovering patterns in this data that may not otherwise be apparent, therefore opening doors to new avenues for companies to generate revenue.

To start, companies need a strategy to access all customer data from all channels in a cohesive ecosystem – including data from their own data warehouses and a variety of different data sources. Depending on their needs, the data elements can come from a third party data provider such as: a credit bureau, alternative data, marketing data, data gathered during each customer contact, survey data and more. Once compiled, companies can achieve a more holistic and single view of their customer.

With this single view, companies will be able to deliver more relevant and tailored experiences that are in-line with rising customer expectations.

From Personalized Experiences to Predicting the Future

The most progressive financial institutions have found that using analytics and machine learning to conquer the wide variety of customer data has made it easier to master the customer experience. With advanced analytics, these companies gain deeper insights into their customers and deliver highly relevant and beneficial offers based on the holistic views of their customers. When data is provided, technology with advanced analytic capabilities can transform this information into intelligent outputs, allowing companies to optimize and automate business processes with the customer in mind.

Data, analytics and automation are the keys to delivering better customer experiences. Analytics is the process of converting data into actionable information so firms can understand their customers and take decisive action. By leveraging this business intelligence, companies can quickly adapt to consumer demand. Predictive models and forecasts, increasingly powered by machine learning, help lenders and other businesses understand risks and predict future trends and consumer responses. Prescriptive analytics help offer the right products to the right customer at the right time and price. By mastering all of these, businesses can be wherever their customers are.

The Experian Advantage

With insights into over 270 million customers and a wealth of traditional credit and alternative data, we’re able to drive prescriptive solutions to solve your most complex market and portfolio problems across the customer lifecycle – while reinventing and maintaining an excellent customer experience. If your company is ready for an advanced analytical transformation, Experian can help get you there.

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The “Set It and Forget It” Mentality The Blind Spot Model classification frameworks are often designed during a regulatory remediation effort or inventory modernization initiative. Once documented and approved, they can remain largely unchanged for years. However, model risk management is an ongoing process. “There’s really no sort of one and done when it comes to model risk management,” said Longman. Why It Matters Classification is not merely descriptive, it’s prescriptive. It drives the depth of validation, the frequency of monitoring, the intensity of governance oversight and the level of senior management visibility. As Longman notes, data fragmentation is compounding the challenge. “There’s data everywhere – internal, cloud, even shadow IT – and it’s tough to get a clear view into the inputs into the models,” he said. When inputs are unclear, tiering becomes inherently subjective and if classification frameworks are not reviewed regularly, governance intensity can become misaligned with real exposure. Therefore, static classification is a growing risk, especially in a world of rapidly expanding AI use cases. In a supervisory environment that continues to scrutinize model definitions, particularly as AI tools proliferate, a dynamic, periodically refreshed classification process can demonstrate institutional vigilance. 2. Assuming Third-Party Models Reduce Governance Accountability The Blind SpotThere is often an implicit belief that vendor-provided models carry less governance burden because they were developed externally. Why It Matters Vendor provided models continue to grow, particularly in AI-driven solutions, but supervisory expectations remain firm. “Third-party models do not diminish the responsibility of the institution for its governance and oversight of the model – whether it’s monitoring, ongoing validation, just evaluating drift model documentation,” Longman said. “The board and senior managers are responsible to make sure that these models are performing as expected and that includes third-party models.” Regulators consistently emphasize that institutions remain responsible for the outcomes produced by models used in their decisioning environments, regardless of origin. If a vendor model influences credit approvals, pricing, fraud decisions, or capital calculations, it directly affects customers, financial performance and compliance exposure. Treating third-party models as inherently lower risk can also distort internal tiering frameworks. When vendor models are under-classified, validation depth and monitoring rigor may be insufficient relative to their true impact. 3. Limited Situational Awareness of Model Interdependencies The Blind Spotfeed multiple downstream models simultaneously. Why It Matters Risk often flows across interdependencies. When upstream models degrade in performance or introduce bias, downstream models inherit that exposure. If multiple material decisions depend on the same data transformation or feature engineering process, concentration risk emerges. Without visibility into these dependencies, tiering assessments may underestimate cumulative risk, and monitoring frameworks may fail to detect systemic vulnerabilities. “There has to be a holistic view of what models are being used for – and really somebody to ensure there’s not that overlap across models,” Longman said. Supervisors are increasingly interested in understanding how model risk propagates through business processes. When institutions cannot articulate how models interact, it raises broader concerns about situational awareness and control effectiveness. Therefore, capturing interdependencies within the classification framework enhances more than documentation. It enables more accurate tiering, more targeted monitoring and more informed governance oversight. 4. Excluding Models Without Defensible Rationale The Blind SpotGray-area tools frequently sit outside formal inventories: rule-based engines, spreadsheet models, scenario calculators, heuristic decision aids, or emerging AI tools used for analysis and summarization. These tools may not neatly fit legacy definitions of a “model,” and so they are sometimes excluded without robust documentation. Why It Matters Regulatory definitions of “model” have broadened over time. What creates risk is the absence of defensible reasoning and documentation. Longman describes the risk clearly: “Some [teams] are deploying AI solutions that are sort of unbeknownst to the model risk management community – and almost creating what you might think of as a shadow model inventory.” Without visibility, institutions cannot confidently characterize use, trace inputs, or assign appropriate tiers, according to Longman. It also undermines the credibility of the official inventory during examinations. A well-governed program can articulate why certain tools fall outside model risk management scope, referencing documented criteria aligned with regulatory guidance. Without that evidence, exclusions can appear arbitrary, suggesting gaps in oversight. 5. Inconsistent or Subjective Classification Frameworks The Blind SpotAs inventories scale and governance teams expand, classification decisions are often distributed across reviewers. Over time, discrepancies can emerge. Why It Matters Inconsistency undermines both risk management and regulatory confidence. If two models with comparable use cases and impact profiles are assigned different tiers without clear justification, it signals that the framework is not being applied uniformly. AI adds even more complexity. When it comes to emerging AI model governance versus traditional model governance, there’s a lot to unpack, says Longman: “The AI models themselves are a lot more complicated than your traditional logistic or multiple regression models. The data, the prompting, you need to monitor the prompts that the LLMs for example are responding to and you need to make sure you can have what you may think of as prompt drift,” Longman said. As frameworks evolve, particularly to incorporate AI, automation, and new regulatory interpretations, institutions must ensure that changes are cascaded across the entire inventory. Partial updates or selective reclassification introduce fragmentation. Longman recommends formalizing classification through a structured decision tree embedded in policy to ensure consistent outcomes across business units. Beyond clear documentation, a strong classification program is applied consistently, measured objectively, and periodically reassessed across the full portfolio. BONUS – 6. Elevating Classification with Data-Level Visibility Some institutions are extending classification discipline beyond models to the data layer itself. Longman describes organizations that maintain not only a model inventory, but a data inventory, mapping variables to the models they influence. This approach allows institutions to quickly assess downstream effects when operational or environmental changes occur including system updates or even natural disasters affecting payment behavior. In an AI-driven environment, traceability may become a competitive differentiator. Conclusion Model classification is foundational. 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