WaveCX is revolutionizing customer engagement for financial institutions with personalized, digital experiences. Learn how this platform is transforming interactions and breaking through engagement barriers.
Jon, as the CEO and founder of WaveCX, you have a unique perspective on customer engagement in financial institutions (FIs). Can you share your thoughts on what led you to focus on improving customer and member engagement through well-designed customer experiences?
My background is in digital, advertising, and strategy. Over the years, I’ve helped FIs transform their digital banking experiences—implementing new platforms, enhancing UX/UI, and preparing organizations for change through process audits and aligning business goals with measurable digital deliverables. Despite successful technical transformations, we unfortunately, more often than not, saw customer apathy or, worse, frustration post-launch.
This wasn’t because the product failed or was poorly designed, but because we, as a collective team, weren’t marketing these changes effectively or equipping customers with self-service tools to navigate the new experiences. Employees were also often unprepared to guide customers, voicing frustrations that mirrored those of the customers.
The tools available to address these issues were fragmented, expensive, and lacked cohesion. So we built WaveCX—a platform that centralizes, personalizes, and elevates customer engagement at scale, bridging the gap between transformation and customer adoption.
In your view, how can FIs best leverage data to ensure that the right offer reaches the right customer at the most opportune time, especially in mobile channels?
WaveCX empowers FIs to deliver the right message at the right time by integrating personalized, targeted content into digital banking experiences. Using behavioral data, user attributes like income, credit score, and tenure and more, and aligning with FI goals, we help target users precisely at the most opportune moments in their journey.
Through featurettes, push notifications, or our powerful SDK, WaveCX helps FIs meet users where they are—both in context and in action.
Generational preferences vary widely when it comes to digital interactions. How can FIs tailor their customer experience strategies to meet the distinct expectations of Boomers, Gen-X, Millennials, Gen-Z, and even Gen-Alpha?
While generational preferences differ—Boomers prioritize security, Gen-Z and Millennials value intuitive design, Gen-Z craves speed, and Gen-Alpha seeks delight—they’re all human at the end of the day. A banking app’s purpose is universal: “Let me see my data. Let me act on my data.”
The key is designing data displays that balance speed, intuitiveness, security, and delight. For Boomers, this means secure and reliable interfaces. For Gen-Z and Millennials, it’s intuitive design that minimizes friction. Gen-Z wants speed and navigation-less experiences. Gen-Alpha seeks interfaces that are visually engaging and instantly gratifying.
FIs don’t need separate apps for each generation. Instead, they should focus on a unified design that simplifies access to data while delivering a visually engaging and intuitive experience for all users.
Modernizing staff training is essential for keeping up with the fast-paced changes in digital banking. What are the best practices for enhancing staff training to ensure that FI employees can effectively market and sell banking products?
Most FI employees don’t fully understand the breadth of their organization’s offerings. They either don’t bank with the FI or only have limited exposure to its products. Training should focus on showing employees how products work in real-world scenarios and giving them tools to demonstrate value to customers.
WaveCX is designed for this purpose. It delivers interactive, scenario-based demos, content pages, and robust documentation that make complex products easy to understand. By equipping employees with the knowledge and tools they need, FIs can ensure their teams confidently market and sell their offerings.
Mergers and acquisitions often present challenges in system conversions and brand unification. What role does a well-designed customer experience play in helping FIs navigate these transitions successfully?
During M&As, most banking apps share the same basic features—it’s the transitions that create friction. Customers need clear guidance on what’s changed, where their familiar workflows now reside, and how to navigate the new system.
Onboarding customers with explicit, straightforward communication about these changes is critical. This includes highlighting new features, explaining differences, and providing tools to guide them through the experience. A thoughtful, well-designed customer experience can ease these transitions and maintain trust during a potentially disruptive process.
Despite the surge in digital tools, many FIs face a plateau in customer engagement. How can digital product engagement solutions help FIs break through this stagnation and deliver more value to their customers?
WaveCX offers solutions designed to re-energize customer engagement:
- Illuminate: Use Illuminate to deliver tailored how-tos and showcase innovations through engaging demos and content pages.
- Connect: Deliver personalized, in-app content with featurettes and our SDK via Connect.
- Curator: Use Curator to provide instant, context-aware responses to customer queries.
For employees, Illuminate and Curator ensure staff are informed, equipped, and confident in supporting customers. These tools break through engagement plateaus by creating experiences that resonate and drive measurable results.
Self-service options are increasingly popular among customers. How can FIs balance the need for these options with the ongoing necessity of personalized, human interactions?
Self-service tools empower customers to solve problems independently, but personalized interactions remain essential for building trust and loyalty. AI tools like WaveCX’s Curator help balance these needs by delivering accurate, context-aware answers while allowing employees to step in when a human touch is required.
This ensures customers have seamless self-service options while also feeling supported when they need more personalized assistance.
AI-driven search tools are transforming customer service. How do these tools enhance both employee efficiency and the overall customer experience while maintaining a personal touch?
WaveCX’s Curator is an AI-powered search tool designed specifically for financial institutions. Unlike open-internet tools, Curator indexes trusted data sources like WaveCX content, internal documents, and select external sites, ensuring focused, context-aware results.
Curator enhances efficiency by providing employees with accurate, real-time answers, reducing response times and minimizing errors. It also improves the customer experience by delivering personalized, relevant information when it’s needed most, maintaining the human element by ensuring data is reliable and contextual.
Product demos can serve various purposes within FIs. Could you elaborate on how these demos are utilized both for internal training and customer engagement, and the benefits they bring?
WaveCX demos are multipurpose tools:
- Internal Training: Illuminate delivers interactive demos that help employees understand complex products and confidently explain them to customers.
- Customer Engagement: Demos guide customers through workflows, showcase new features, and provide an engaging way to explore the FI’s offerings.
These demos create consistency in messaging, improve understanding, and drive stronger engagement from both employees and customers.
Personalized integrated content can significantly boost engagement rates. How does WaveCX support FIs in creating and delivering hyper-targeted content that resonates with customers at the right moment?
WaveCX enables FIs to deliver hyper-targeted content that drives real results. Integrated through Connect, our featurettes have achieved industry-leading engagement rates, with click-through rates of 79% and 83%, and conversion rates of 7.7% and 4.8%.
These results are 2-3x higher than industry benchmarks, proving that delivering personalized, timely content within apps significantly enhances engagement and conversion.
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