3 Steps to Personalized Banking Interactions

Is your marketing relying on generic messages, paper statements, and a handshake? Whether they’re browsing products or making decisions about their finances, today’s customers expect immediacy, personalization, and above all, trust. But if your bank is still relying on static, one-way campaigns, you’re creating friction and pushing customers towards the always-on, digital experiences modern fintechs provide. The solution? Shifting the focus from smarter messages to smarter, channel-relevant conversations with agentic banking.

Unlocking the potential of agentic banking to modernize traditional marketing requires understanding two key things: what today’s banks need to meet customers where they are, and practical steps to get started. Let’s dive in.

Banks and credit unions need trusted, two-way agentic banking conversations at scale

When it comes to financial decisions, customers want support that feels human – and trustworthy. That’s especially critical in a regulated industry like banking, where the stakes are high and the margin for error is slim. 

With volatile markets, rising inflation rates, shrinking margins, and growing competition from fintechs, banks can’t afford to rely on generic marketing. Agentforce helps financial institutions reimagine every customer interaction with intelligent, AI-powered agents that can engage in real time, answer questions, personalize offers, and escalate issues when needed.

Banks and credit unions can use Data Cloud to pull data from across all their core systems, point solutions, and Salesforce to create a holistic view of the customer. Then, our purpose built application, Financial Services Cloud, powers Agentforce with pre-configured bank business logic and workflows so marketing teams can:

• Build stronger relationships through relevant, real-time touchpoints
• Offer experiences that feel personal and secure across high-impact channels
• Keep pace with growing expectations without increasing workload

But with only 8% of credit unions using Ai across multiple facets of their business and only 6% of retail bankshaving built an AI roadmap, a more fundamental question becomes: What’s the first step in laying your AI foundation?

Personalized banking interactions begin where the customer is

To bring your traditional banking marketing into the modern era, focus on integrating agentic banking within your existing web and SMS channels, which are perfectly positioned for scalable 1-to-1 customer interactions. Both channels offer high-impact entry points for activating intelligent, agentic conversations that feel helpful, inviting, and perform better than traditional journeys.

Let’s take a look at three ways to get started.

1. Turn spending activity into smart cross- and upsell opportunities with SMS

Let’s say a customer receives an SMS after a spike in travel-related spending. Instead of receiving a generic promotion or facing a dead end with no way to respond, the customer can engage in a personalized, two-way dialogue initiated by an AI agent and fueled by real-time data.

Here’s how it works:

• The agent uses the customer’s financial profile and product eligibility to recommend a travel rewards credit card.
• The customer can reply directly via SMS, ask questions, and verify if they’re pre-approved. 
• If needed, the agent can walk them through the application process or seamlessly hand off to a human advisor.
• Every step is policy-compliant, context-aware, and fast.

The result is effortless engagement and immediate results. No forms or delays – just a seamless, intelligent interaction that builds trust and encourages action.

2. Turn web research into confident decisions

Now imagine a customer browsing a bank’s website, comparing credit card options, but hesitating to apply for one. Instead of losing the momentum, Agentforce can activate a real-time web conversation.

Here’s how it works:

• An embedded agent initiates a conversation and offers help based on engagement behavior and their known customer profile. It can prompt the customer with a question like: “Need help choosing the right card? I can show you personalized options based on your profile.”
• The customer engages directly in the web experience without pop-ups or redirects.
• The agent narrows down card options and checks pre-approval.
• If the customer has additional questions, the agent can escalate to an available human advisor or schedule a follow-up meeting.

The result is a confident, guided decision that connects marketing, sales, and service interactions within the flow of the digital experience.

3. Turn customer service moments into loyalty builders

Banking relationships aren’t built at the point of sale but in the moments that follow. Agentforce allows banks to extend agentic conversations into onboarding and servicing, creating proactive follow-up experiences that strengthen loyalty.

Here’s how it works:

• After a customer submits a credit card application or opens a new account, an agent proactively reaches out via an outbound voice call, SMS or WhatsApp.
• The agent offers onboarding help, activation reminders, or recommends personalized next best actions, like activating rewards or setting up autopay.
• Customers can ask questions, complete follow-up steps, or connect directly to a service representative if needed.
• Every interaction is personalized, compliant, and real-time.
• The customer or member can pause and re-connect via phone, SMS, chat, or in person. This allows them to pick up where they left off or expedit the process, fostering a sense of value and creating better loyalty. 

The result is strengthened customer relationships, higher activation rates, and an experience that reinforces trust after every interaction.

For banks and credit unions seeking to unify their digital and physical experiences and bring their marketing into the modern era, Agentforce provides a connected channel strategy. It can deliver seamless, two-way customer experiences that adapt to preferences, build trust, prompt action, and deepen relationships at every step.

To sum up, with Agentforce, banks and credit unions can:

• Turn static touchpoints into real-time, responsive moments
• Meet compliance requirements without slowing down engagement
• Create seamless and personalized experience from offer to fulfilment across any channel, without adding complexity

In financial services, timing and trust are everything. You need technology that ensures you’re there for both.