Accelerated digital adoption and use during the pandemic have created an urgency in enhancing digital channel functionality and performance. For most FIs, and particularly community-based ones, there is a danger that digital banking enhancements will be focused on the commoditized aspects of service – such as speed, access, and convenience. And while providing convenient access to customers is a priority, the pandemic has also highlighted the importance to many customers of having access to and engaging with, financial advisors for a wide range of needs. Balancing transactional efficiency with advisory engagement will be a major strategic challenge for community FIs not only in 2022 but for years beyond. The challenge is to deliver on convenience but to differentiate based on personalized service that delivers real financial benefit to each customer’s specific needs … and to do this across all channels and touchpoints. It’s a huge undertaking but one that is necessary to deliver the CX that can set you apart from your competitors. What are some of the key steps to undertake?