A key component of a Modern Infrastructure that can be delivered standalone. The interactions that regularly occur between service staff and clients is commonly done with little to no structure. The gap widens as the product complexity expands. More often than not, the personality of the staff member drives the conversation in the direction most comfortable for the employee and/or the customer without a structure for capturing key insights from the conversation that could be used by others within the firm to help deepen the customer’s relationship in a mutually beneficial manner. Operationally, financial service firms “touch” customers through a number of channels without understanding whether these touch points are operating in a synchronized fashion (example; digital financial calculator suggests a different product from the branch service rep). Process to Insights Automation synchronizes these channels with a best-practice conversational state to train line staff on how to use their personalities to drive information collection toward a deeper relationship understanding and aligns next-best-offers across all channels. It therefore defines how digital channels should operate to align with face-to-face channels. It optimizes each service conversation to better align service delivery with customer needs and expectations, therefore improving service delivery (NPS levels) and retention rates.