HARNESSING INNOVATIVE TECHNOLOGIES AND PERSONALIZATION FOR SUSTAINABLE GROWTH IN OMNICHANNEL BANKING

Abstract

The rapid digital transformation of the banking industry has redefined the customer expectations, compelling financial institutions to adopt omnichannel banking as a strategy for sustainable growth. This study explores the role of personalization, integrated customer experience, and innovative technologies in enhancing customer engagement, ultimately driving sustainable growth in omnichannel banking. By using a well-structured questionnaire, the data were gathered from 280 digital banking customers in the Chennai Metropolitan Area, and performing some statistical techniques, such as regression analysis, it was subsequently analysed. The investigation results indicate that personalized and smooth cross-platform interactions are strong drivers of customer engagement, which in turn, creates customer loyalty in the long term. Moreover, the application of innovative technologies in banking AI-driven solutions, blockchain security, as well as biometric authentication signify the increased certainty and satisfaction of their customers. The said project is programmed to determine the engagement of a customer as a crucial mediator in the collar of the main innovations in banking and fluid growth. Though such advances, distinctive obstacles namely technology adoption barriers, security concerns, and personalization gaps continue to exist. This particular research was assembled to offer strategic knowledge for banks. The provided solutions will help banks to improve digital service quality, enhance customer interactions, and secure their long-term growth in the financing sector.