Netcore has released a new report, The Manual Workflow Tax, highlighting how manual marketing processes are affecting revenue generation and customer engagement across the banking, financial services and insurance (BFSI) sector in India and Southeast Asia.
According to the report, traditional batch-based campaign workflows often fail to engage customers during critical decision-making moments, resulting in missed conversion opportunities and declining customer trust. The study describes this hidden loss as the “manual workflow tax”—revenue that businesses never realise because campaigns are unable to respond quickly enough to changing customer behaviour.
The report notes that 43 per cent of customers disable BFSI notifications when messages become excessive or irrelevant, while personalised and segmented communication delivers significantly higher engagement than generic campaigns.
Netcore believes the growing adoption of real-time payments and digital financial services has raised customer expectations for personalised, timely interactions. The report argues that AI-powered marketing and agentic AI can help financial institutions identify customer intent in real time, automate engagement and improve campaign effectiveness without compromising regulatory compliance.
Rajesh Jain, Founder and Managing Director, Netcore, said, “Financial services brands that win the next decade will reach the right customer at the exact moment their financial life creates an opening. Miss it, and you pay to reacquire someone you already had. AI that reads behavioural signals in real time and agents that act within defined goals and guardrails make that possible at scale, for the first time. The brands that build it first will be very hard to displace.”
The report also provides marketing leaders with practical frameworks to identify high-value customer moments across retail banking, insurance and wealth management while using compliance as a trust-building advantage rather than simply a regulatory requirement.
Ranabir Bose, Head of Marketing, Aditya Birla Capital (Mutual Funds), said, “Customer centricity in the AI era is not about selling more products. It is about recommending the right investment at the right moment. If AI tells us a first-time investor needs a low-risk hybrid fund instead of an equity NFO, choosing relevance over revenue is true customer centricity.”
Suresh Arumugam, Deputy General Manager – Growth Marketing & Cross Sell, Shriram Finance Limited, added, “Customer intent is one of the most valuable assets in the NBFC industry, but it is also one of the most time-sensitive. Agentic AI is enabling organisations to recognise customer intent, personalise engagement and respond in real time, transforming customer moments into long-term relationships.“
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