Chapter 10 transforming LegaCy Banking appLiCations to Banking experienCe pLatforms Table 10-1. (continued) Category Beginner-Level Moderate-Level Leading-Level Digital Maturity Digital Maturity Digital Maturity User • Users’ needs and • moderate • Digital channels are fully focused engagement wants not fully support for on users’ needs and wants through understood. personalization persona-based experience. • absence or and user • the organization proactively anticipates minimal self- preferences customer requirements and leverages service features management emerging digital technologies to provide a seamless user experience. • proactive user engagement across all channels including social media • Cross-channel frictionless processes • Digital channels provide self-service and decision-making tools. • Cross-channel analytics is used to understand customer behavior and use it for personalization and prediction. Collaboration • absence of social • partially • fully integrated social analytics and and social marketing integrated support for social marketing media • minimal or social • fully integrated cross-channel interaction absence of channels collaboration across sales, marketing collaboration • partial usage channels of collaborative • Collaboration with all internal tools such as departments to align with digital vision chat, forums, • open banking ecosystem to provide a groups, platform for partners to collaborate and communities integrate (continued) 284