Banks in transition: How everyday customer service is changing

At a time when the banking experience is being transformed at speeds that until recently would have seemed unprecedented, the balance between technology and the human factor is becoming crucial.

Customers have already moved into a new phase of maturity: they are no longer simply impressed by digital innovation, but take it for granted. What they seek is consistency, immediacy and, above all, a seamless experience that works across all channels. In this new environment, Artificial Intelligence acts as an accelerator of developments, without replacing the need for trust — rather, it redefines it.

Within this context, Christina Theofilidi, General Manager of Retail Banking at the National Bank of Greece, outlined the key directions for the next phase of the banking experience:

Banking services are entering a steadily hybrid model, where the speed of digital channels is combined with the value of physical presence. These are not alternative options, but a unified service system that must operate seamlessly.

Customers no longer choose a service channel; instead, they demand a consistent and uninterrupted experience across all touchpoints. The concept of a unified experience is no longer a goal, but a fundamental requirement.

Digital banking has become firmly established as a core pillar, with more than one-third of retail sales conducted online, while in products such as consumer loans the percentage exceeds 90%, reflecting a clear shift in customer behavior.

The proper functioning of digital services is no longer a competitive advantage, but a basic prerequisite. Users take high-quality experience for granted and react immediately when it fails to meet their expectations.

At the same time, human interaction remains crucial, especially in more complex banking needs, where the presence of specialized advisors strengthens trust and the quality of service.

In this context, the need for continuous investment in human capital becomes evident, with emphasis on knowledge, empathy and availability, as well as on tools that enhance effectiveness.

Artificial Intelligence is already creating tangible value for the banking system, improving fraud detection, reducing false transaction declines and accelerating processes such as AML/KYC checks.

At the same time, the use of AI in contact centers enables real-time support, leading to faster and more efficient service, while paving the way for further automation.

Specifically for the National Bank of Greece, the digital assistant Sophia already functions as a unified access point to banking information, allowing users to check balances and transactions, while it will soon also support transaction execution through natural conversation.

In the longer term, the “agentic banking” model is emerging, where Artificial Intelligence systems will be able to act on behalf of the customer, offering integrated services, with the aim of a more immediate, accessible and inclusive banking experience.

These trends, as highlighted at the 11th Delphi Economic Forum, reflect the transition of the banking system to a model where technology and the human factor operate complementarily, with the customer experience and trust at the core.