Building The Future of Customer Interactions with GenAI by Thom Kokhuis, SVP, Head of Conversational AI and CRM, Rabobank
In 2024, Rabobank has made great strides in using generative artificial intelligence to improve customer interactions and optimize its CRM system. Tom Kokhuis, SVP and Head of Conversational AI and CRM at Rabobank, shared his insights on how AI- powered automation and personalisation are changing the banking experience. With more than 3.5 million unique users logging into the Rabobank app every day and 92% of customers working online, the bank is focusing on a secure and customer-centric approach to digital banking.
Rabobank has moved to a self-service strategy while maintaining a robust and easily accessible customer support. The bank introduced a floating icon in its app that dynamically suggests the optimal communication channel based on the customer journey.
By categorizing customer interactions based on their impact on the bank and the customer, Rabobank provides efficient routing. Low-impact issues, such as blocking a lost debit card, are routed to digital self-service, while high-impact issues, such as fraud, trigger an immediate connection to a live agent, bypassing artificial intelligence bots.
The Role of GenAI in Customer Service
Rabobank has implemented GenAI in its operations to optimize and interaction and improve agent efficiency.
1. Automated summarization and knowledge assistance
Artificial intelligence-generated summaries of customer calls and chatbot conversations reduce the need for manual outlining.
Real-time knowledge assistance tools give agents instant access to relevant internal documentation.
2. Advanced messaging and chat support
GenAI-based text suggestions improve the accuracy and efficiency of responses when contacting customers.
Artificial Intelligence-generated responses allow agents to handle up to four chats simultaneously, doubling their previous capabilities and increasing efficiency.
2. Customer Service Improvements
Integrated with Pega Marketing, AI offers relevant sales and service actions based on customer interactions.
Call center agents can trigger AI-generated sales offers that seamlessly fit into ongoing conversations.
Personalization and intelligent routing
Rabobank has implemented intelligent routing rules to provide customers with the best possible support. For example:
– Senior citizen service: Customers over 75 years old are automatically connected to a live agent, bypassing chatbots.
– Context-aware call routing: Repeat calls within three days are connected to the same agent to ensure continuity of service.
– Proactive customer support: AI prevents potential problems, such as reminding customers to authorize international cards before traveling.
Scaling AI in banking
Rabobank has already expanded AI capabilities to more than 10,000 employees, covering high-volume call centers, private banking and financial advisory services. AI- assisted chat processing has significantly reduced average response times and saved private customers up to 60 seconds per interaction.
As a next step, the bank is preparing to launch a GenAI-based chatbot for customer interactions, with full implementation expected in Q2 2025. Rabobank is also introducing artificial intelligence into mortgage video calls to generate real-time summaries, improving customer understanding and reducing administrative burden.
Rabobank intends to further embed GenAI into its CRM ecosystem, increasing automation, quality control and personalisation across all customer interaction channels. By harnessing the power of artificial intelligence while retaining the human touch, Rabobank is setting new standards for digital banking.
Tom Kokhuis’ presentation highlight Rabobank’s proactive approach to AI adoption, striking a balance between technological innovation and customer-centric service. As AI continues to evolve, Rabobank’s pioneering efforts serve as a model for future banking interactions.
