Augmentation , not replacement Furthermore , Maxim is all too aware of the dangers that trudging too far down the tech path leads to — community disconnect . This is why when launching the likes of chatbot Fran , Maxim is always careful to make sure “ it ’ s an augmentation of customer service , not a replacement for it ”.
He adds : “ Our approach now is combining digital and human service together , to create an experience that is both digital and human . Look at the pandemic . We all learned how to use video technology because it was the only choice .
“ Well , we now have a video banking solution , to more easily connect to our members to our employees . This is how we combine technology to better serve and connect with our members , not distance ourselves .”
“ But you always have to measure this with the members ’ needs and understand what their feelings are . Are they going to use it ? Are they going to be receptive to it ?”
One thing Maxim feels will further enhance the effectiveness of MSFCU ’ s customer experience is a further augmentation of the credit union ’ s chatbot with generative AI .
“ Leveraging AI , we are able to improve our member service with our chatbot to answer simple questions . It ’ s just about framing what the right use case is for the technology . With Fran , you can even just type “ agent ” and it will instantly redirect you if that ’ s what you want to do , so it ’ s just about providing choice .”
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