Combining a digital twin with generative AI brings added value to the customer journey.
Customer digital twin (customer's past purchasing history, clickthroughs, etc.)
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Day 1
Day 1
Pretrip
Gen AI augments digital twin with customer’s unstructured browsing history
Digital twin detects intent for foreign trip based on rich historical customer data
Digital twin identifies product offerings with greatest conversion probability based on past transactions, behavioral data
Gen AI generates personalized communications based on intent—eg, email offering package deals
Customer plans trip to Paris and browses financial provider’s website or app to check credit card limitations for international travel
Financial provider sends customer personalized offers for package deals on flights, hotel, and travel insurance
Day 2
Pretrip
Customer purchases flights on credit card and clicks on (but does not purchase) package offers
Day 3
Day 3
Pretrip
Digital twin detects interest in add-on offers
Digital twin emulates customer’s international travel habits by analyzing historical data—eg, lounge purchases on card—to further personalize offers
Gen AI generates communications for offer catered to specific customer
Financial provider sends customer a hyperpersonalized follow-up email offer focused on travel insurance and lounge access
Customer clicks on email link and purchases travel insurance
Day 10
Day 10
Day 10
During trip
High transaction fees
Customer service call
Customer arrives in Paris; first purchase incurs high transaction fees by converting from € to $ at point of sale
Digital twin captures high transaction fees in digital twin
Digital twin generates a low customer-experience score in real-time
Gen AI generates personalized message for in-app notification
Digital twin identifies drivers of low customer experience
Gen AI generates hyperpersonalized automated message based on customer’s journey so far and detected call intent
Gen AI synthesizes key insights from customer’s journey and provides to service rep before call connects
Gen AI augments digital twin with historical customer sentiment from call transcripts
Digital twin optimizes recommended actions from simulated customer experience
Gen AI generates suggested responses for rep
Financial provider sends currency change reminder in app and suggests customer makes purchases in € to avoid conversion fees
Customer calls customer service in response to notification
IVR1 provides personalized response before connecting to a service representative, who also provides informed response
“
We understand you incurred foreign transaction fees on your trip to Paris yesterday. Please note that these fees are charged according to our foreign exchange guidelines. Would you like to connect to a customer service rep to further discuss these charges?”
Day 17
Day 17
Posttrip
Customer lands in New York and makes first purchase in $
Digital twin captures return to US and records journey’s end
Gen AI synthesizes customer’s key expense details and generates trip summary email
Financial provider emails a summary of trip expenses to customer
After the trip
Posttrip financial-provider analysis
Digital twin consolidates cross-channel, hypergranular data into a single repository by incorporating all customer-bank interactions on this journey
Executives interact with a “virtual agent” using natural-language queries. The virtual agent’s gen AI capabilities enable synthesized insights on recent credit-card
customer trends—eg, pain points—including those on international travel
Digital twin predicts customer’s interests for next international travel—eg, preferred benefits, deals
Financial provider incorporates data on provider–customer interactions and transactions into digital twin and sends posttrip insights and recommendations to the customer using gen AI
Customer browses photos from the trip and begins to think of where to travel next
Note: In instances where customer data is collected, it is done so with customers’ consent.
1 Interactive voice response, an automated phone system for call centers.
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McKinsey & Company