From Volume to Value: Rethinking Customer Communication Through Channel Orchestration in BFSI

For decades, banks, insurers, and financial service providers have relied on communication strategies built around scale.

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The logic was simple: reach more customers with more messages, and results would follow. But in an era where customers are flooded with notifications and expect seamless experiences, volume no longer guarantees impact. In fact, it often creates customer fatigue, unoptimised budget, and eroding trust.

The BFSI industry, which deals with some of the most sensitive and high-stakes customer interactions, cannot afford communication inefficiencies. What's needed is not just multichannel presence but channel orchestration, an approach that shifts the focus from sending more messages to delivering the right message, at the right time, through the right channel, and at a lower cost.

What Is Channel Orchestration?

Traditional customer communication setup in BFSI enterprises focuses on having multiple communication touchpoints, but channel orchestration is about weaving them together into a single, seamless journey. Instead of treating each channel, such as mobile apps, WhatsApp, email, or SMS, as an isolated interaction, orchestration enables enterprises to make these channels work together, adapting in real time to customer behavior and preferences, and providing them with a seamless experience.

Let’s take an example: if a customer abandons a loan application on a mobile app, they may first receive a personalised WhatsApp nudge. If they don’t respond, an email follows, and only later, a call from a relationship manager. Each step is sequenced, contextual, and efficient, avoiding the bombardment of simultaneous or duplicate outreach.

Unlike traditional campaigns, which operate in silos, channel orchestration builds continuity and coherence. It ensures that customers feel guided and engaged rather than interrupted.

Why BFSI Needs Orchestration Now