According to Forbes, the omnichannel approach in banking has become a “metaphysical impossibility” as channels multiply while customer expectations evolve. Recent Accenture research surveying 49,300 banking consumers revealed that 65% still value seeing branches in their neighborhood as confirmation of bank stability, while 64% turn to branches specifically for complex problem-solving. HSBC has already begun implementing this adaptive approach through an 18-month mobile app redesign that enables greater personalization and features like seamless device switching via QR codes. The future requires banks to organize data around customers, build digital memories of interactions, and use AI to interpret signals and anticipate needs. This shift aims to turn trillions of mobile touchpoints into opportunities to deepen customer relationships and increase revenue per customer.
Customer reality check
Here’s the thing about omnichannel banking – it sounds great in theory but completely misses how people actually interact with their money. Customers don’t wake up thinking “I want to go on a banking journey today.” They have specific goals: check a balance, transfer money, apply for a loan. The whole “everything everywhere” approach has created bloated, confusing experiences that overwhelm rather than help.
And let’s be real about mortgages on phones. Sure, it would be impressive if you could close a $500,000 loan while waiting in line for coffee. But even the best mortgage providers admit only a tiny percentage of customers actually complete this on mobile. The complexity of major financial decisions demands human touchpoints. That’s why branches aren’t going away – they’re becoming the “call option” for when digital falls short.
The branch evolution
So what do customers actually want? Basically, they want what branches provided 30 years ago – personalized service from someone who remembers their situation. The Accenture study makes this crystal clear: branches represent stability and availability in customers’ minds. They’re not just physical locations – they’re psychological safety nets.
But here’s where it gets interesting. The future isn’t about choosing between digital and physical. It’s about creating digital experiences that feel like the best parts of branch banking. Think about it – when was the last time your bank app made you feel like the branch manager knew your name and situation? Exactly.
Mobile-first, not mobile-only
The article makes a crucial distinction that many banks miss. Being mobile-first doesn’t mean mobile-only. It means starting with mobile as the primary interface while maintaining seamless handoffs to other channels. If you start an auto loan application on your phone, you should be able to walk into a branch or call support and have them pick up exactly where you left off.
HSBC’s 18-month app redesign shows this thinking in action. They’re not trying to build a super app that does everything. Instead, they’re creating adaptive experiences that provide the right tools at the right moment. QR code device switching? That’s the kind of practical innovation that actually helps customers rather than just checking feature boxes.
Where AI fits in
Generative AI could be the game-changer here, but only if banks use it to enhance human connection rather than replace it. The vision of a “digital memory” that captures every interaction and uses AI to interpret signals? That’s how you recreate the branch manager experience at scale.
Imagine your bank app noticing you’ve been researching auto loans across multiple sessions, then proactively offering relevant options with the ability to immediately connect with a human specialist. That’s the sweet spot – digital efficiency with human expertise on demand. The banks that figure this out will dominate because they’re solving real customer problems rather than chasing consultant buzzwords.
Omnichannel had its moment, but the future belongs to banks that understand context, adaptation, and the enduring value of human relationships. The race is on to build digital experiences that feel personal rather than just comprehensive.
