Pub. 7 2017-2018 Issue 5

16 O V E R A C E N T U R Y : B U I L D I N G B E T T E R B A N K S - H E L P I N G C O L O R A D A N S R E A L I Z E D R E A M S FEATURE ARTICLE BY STEVE DUPERRIEU VICE PRESIDENT CHANNELS AND ANALYTICS, CSI Banks’ increased interest in omnichannel strategies indicates that the industry is moving away from an early adopter phase and toward implementation, as omnichannel initiatives gather steam throughout the market. Customer Experience : The Great Differentiator O bserve themodern banking landscape, and discover a fierce battleground: institution pitted against institution— a l l v y i ng f o r t he c on s ume r ’ s attention in a continuous struggle def ined by new technology and f lashy innovat ion. Look closer, however, and at the core of all the fluff lies a basic truth: banking as a service is still very much a commodity. How, then, can bankers escape this position of commodity and break free of the status quo?