KeyBank is looking to streamline access to its multiple digital platforms by reducing entry points and simplifying the loan process.

To reduce friction, the $139 billion bank deployed its process engineers to review client data for a better understanding of which products are being used in tandem with others, Dominic Cugini, chief information officer of service digitization at KeyBank, said recently during the panel discussion “Using Business Intelligence, CRM and Automation to Improve Customer and Employee Experiences” at Bank Automation Summit Fall 2022 in Seattle.

The Cleveland-based bank is seeking to combine verticals such as ATMs, automotive loans and unsecured loans into a simpler solution for consumers to digest, Cugini said. For example, KeyBank is asking, “How do we have the same experience at the call contact center, the same experience with the front of the bank and the same experience with a branch manager?” he said.

Key is no longer looking at the customer experience as vertical with each line of business as a separate entity, but instead rethinking the client journey as horizontal, he said. “We’re trying to think in the digital-first mindset, can we tech-enable, but then understanding the channel — so we can be where the client needs us to be, when they need us to be there.”

Banks considering how to consolidate customer-facing platforms must understand that having multiple entry points may be frustrating for consumers as well as bank employees, Cugini added.

KeyBank is recognizing that it has multiple systems that ultimately do the same thing in slightly different ways, Cugini said, noting, “What we’re trying to do is really get people to think about that digital journey differently.”