Support channels: what defines customer-focused banking service?

The concept of customer-focused banking has evolved from reactive support to a strategy of anticipating needs. In a scenario where technology redefines interactions, excellence is measured by the institution's ability to combine integrated omnichannel, agile first-contact resolution and proactivity.

This journey is structured to protect the consumer's time and security, offering fluid transitions between the digital and the human. According to a survey carried out by Febraban (Brazilian Federation of Banks) in partnership with Deloitte, 83% of executives in the sector see customer service as the main differentiation and loyalty strategy.

The pillars of excellent support
High-performance service in the financial sector is based on pillars that prioritize convenience and trust. According to Febraban and recent regulatory guidelines from the Central Bank, the fundamental points include:

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- Fluid omnichannel: full integration between the app, WhatsApp, phone and website is essential. Data from Febraban (2025) indicates that 82% of transactions occur in digital channels, which requires that the context of the demand follows the user, avoiding repetition of information;
- Balance between AI and human support: while Artificial Intelligence quickly resolves routine demands, the human specialist must be available for complex cases. Central Bank Resolution No. 5,299/2026 reinforces the need for clear and accessible service channels;
- Proactivity and security: the bank must act preventively. This includes advance warning of fee changes, fraud risks detected by monitoring systems or invoice due date reminders, acting to protect assets before the customer needs to ask for help.

Client Centricity Program (CCP) and the evolution of service
To transform support into a competitive differentiator, Inter consolidated the Client Centricity Program (CCP). The customer experience initiative operates systemically throughout the entire journey in the institution's ecosystem.

In a single quarter, the program contributed to a 59% improvement in the institution's satisfaction score in metrics monitored by the Central Bank. The CCP is structured around four interdependent pillars:

Top Cifras

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1 It's A Great Day (for Me To Whoop Somebody's Ass) Paul Thorn

2 Call Me Up Ezio

3 Yesterday Petula Clark

4 Nunca Había Sentido Tanto Miedo Alejandro Neri

- Technology as a scale accelerator: mobilization of the technological ecosystem (bots, automation, Artificial Intelligence and the Super App infrastructure) to execute improvements with speed and precision;
- End-to-end view of the customer journey: treating the experience as a continuous conveyor belt, ranging from onboarding and activation to service, profitability and retention;
- Multidimensional analysis: connecting everyday problems to integrated diagnostics to identify friction points that would be invisible if analyzed in a simple way isolated;
- Institutionalized process: establishment of the program as a definitive operational model for the company, with a structure dedicated to the systemic treatment of the customer experience.

The strategy allows you to identify points of friction that are invisible when analyzed in isolation, generating more effective interventions from onboarding to retention.

Artificial Intelligence: Seven and reducing friction
Personalization at scale at Inter is driven by intelligent agents like Seven. Developed to support the execution of tasks within the Super App, the AI assistant helps reduce steps and make navigation more intuitive.

In 2026, the platform surpassed the 20 million access mark, demonstrating the high adoption of users to intelligent self-service solutions.

The dynamics adopted by Seven keep decision-making under the responsibility of the user, who delegates activities and approves sensitive actions. An approach that frees the human team to act in moments when the customer most needs attention and empathy.

The challenge of loyalty and market recognition
Customer satisfaction is the main driver of retention.

Studies indicate that around 68% of financial customers in Brazil consider changing institutions in search of more fluid experiences. Inter maintains robust perception metrics, recording an NPS (Net Promoter Score) of 85 points and average ratings of 4.8 in app stores.

This performance earned the institution the Modern Consumer Award for Excellence in Customer Services 2026 in the Neobanks category. The recognition reinforces the vision of treating the customer experience as a transversal element of the operation, supported by the integration between technology, strategic use of data and a clear vision of generating real value for the user.

FAQ ― Frequently Asked Questions
What is omnichannel banking service?
It is the integration of all contact channels, allowing the customer to start a conversation in one medium and continue in another without losing the history or context of their request.

What is Inter's Client Centricity Program (CCP)?
It is a structured initiative that aims to minimize points of friction and maximize the value delivered to the customer throughout their journey within the bank's ecosystem.

How does the Seven virtual assistant help the customer?
Seven uses AI to support the execution of tasks in the application, clarify doubts and simplify interactions, allowing the user to resolve demands quickly and intuitively.

Why is the balance between AI and human support necessary?
AI ensures agility in simple, repetitive processes, while human support provides the empathy and analytical capabilities needed to resolve complex problems or crises.

Source: CNN