The Insider POV on Effective End-to-End Digital Customer Experiences

An interview with Reetika Grewal, head of digital for commercial banking and corporate and investment banking at Wells Fargo

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End-to-end digital improves how companies operate.

Embedding capabilities into enterprise resource planning (ERP) interfaces creates seamless payment capabilities. Application programming interfaces (APIs), software development kits and embedded finance services facilitate an efficient end-to-end digital experience for Wells Fargo’s corporate clients, Grewal said.

Embedding automated clearing house or real-time payments into ERP helps to create an end-to-end digital customer experience, but it also makes processes faster and more efficient. 

Customers and businesses expect transparency. 

While electronic payments provide speed and efficiency, they also improve transparency. In a world where consumers can see, moment by moment, the progress of a pizza delivery, transparency is a baseline expectation. 

To have a functional, digital end-to-end customer experience, companies need systems that keep customers and employees in the loop. 

Technology for technology’s sake is not enough. 

“Some of the work that we do is kind of merging the ‘Fin’ and the ‘Tech,’” Grewal told PYMNTS. “I know I want to streamline my disbursements, but what does that mean for the business?” 

The future will be even simpler. 

While technology will always grow more complex, the end result will be simplified experiences for consumers and businesses. 

Artificial intelligence and machine learning will remove the heavy lifting by taking over or eliminating tasks and anticipating needs to improve experiences. 

APIs will streamline experiences and tasks. Every piece of data can be turned into an API, making the data that is created through embedded digital processes easier to access and use. 

Consumer needs will evolve and companies will need to evolve with them. Technology helps companies understand their customers, but it cannot replace listening to them.