Redefining Customer Connection & Building Loyalty through Digital Experiences: Insights from the Third Digital Banking Summit | ICC Sydney

By Aaron Everingham, Sales Director at Smart Communications 

At the third Digital Banking Summit, hosted by Forefront at ICC Sydney, Smart Communications’ Aaron Everingham led a thought-provoking discussion on how digital banking leaders are reshaping customer connection and loyalty in a fast-evolving environment. 

The panel explored the role of human-centered design, trust, personalisation, and emerging technologies—all within the context of an increasingly digital and regulated banking world. 

1. Human Connection in a Digital World

In the early days of banking, connection meant face-to-face interaction. Today, with digital channels dominant, the challenge is preserving that sense of humanity at scale. 

One speaker noted that the rise of digital has created hyper-choice, making trust a more critical differentiator than ever before. Another panellist shared that while digital platforms streamline processes like home loan applications, there’s often still a team behind the scenes ready to step in, especially for more complex needs. 

Several participants stressed the importance of human-centred design, particularly in emotionally charged moments, where digital alone may fall short. One bank shared how they’ve designed AI-powered systems to hand off conversations to human agents during heightened customer moments—ensuring empathy isn't lost in automation. 

2. Personalisation at Scale: Still the Holy Grail?

While personalisation remains a top priority, its meaning is evolving. 

A speaker from a major institution noted that personalisation today is about relevance: providing timely, context-aware interactions, such as reminders for upcoming bills or proactive service prompts. Others made a distinction between personalisation and customisation—highlighting the need to tailor not just messaging, but the entire experience, depending on the user's profile and preferences. 

A digital lender representative acknowledged the technical complexity behind this: managing personalised content and journeys at scale remains a work in progress, particularly for institutions navigating legacy infrastructure. 

3. Trust and Connection in a Digitally Regulated Age 

As digital becomes the primary channel, building trust—especially in key moments like hardship or lending—has taken on new urgency. 

Several panellists pointed out that regulatory pressure and customer protection are driving a shift in experience design. What was once about speed is now about “intelligent friction”—introducing small hurdles to help customers stay safe. For example, first-time payment warnings are now deliberately implemented to prevent scams, even if they slightly slow down the user experience. 

Trust, it was emphasized, is not just about UX; it’s about staying true to brand promises, especially for institutions with older or more vulnerable customers. As one speaker put it, “you don’t just design for ease—you design for reassurance.” 

4. Loyalty Reimagined 

The panel also reflected on how loyalty has changed—and how digital can support, or undermine, long-term relationships. 

Traditional points-based loyalty schemes are no longer the only currency. One speaker noted that consistency, transparency, and reliability now play a greater role. For digital-native brands, loyalty is tied closely to their core promise, such as a simplified lending journey. 

Meanwhile, open banking and app-based banking aggregation were cited as drivers of customer freedom. As one attendee shared, inertia is fading—customers now expect more, and are quicker to switch when expectations aren’t met. 

5. Segmenting Experiences, Not Just Messages 

Tailoring communications is no longer enough—banks must now segment the experience itself. 

This means adapting everything from tone and flow to channel mix and hand-off points. One example given involved designing different onboarding journeys based on whether a user is a first-time buyer, a retiree, or a digital-native—acknowledging that the same service doesn’t work for every audience. 

6. Looking Ahead: Emerging Trends 

Finally, the panel looked to the future—particularly the growing role of AI. 

While AI offers new levels of convenience and responsiveness, speakers cautioned against over-automation. There’s a risk of disintermediation, where the very connections banks seek to strengthen could erode. 

The key, according to one leader, is finding the right balance between automation and human intervention—and ensuring that when a handoff is needed, it happens seamlessly. 

Final Thoughts

The panel made one thing clear: building loyalty and connection in banking is no longer about flashy perks or polished UX alone. It’s about trust, consistency, and deeply understanding the moments that matter to customers. 

Digital has changed the game—but the fundamentals of human connection remain unchanged.