Commercial banking is at a pivotal moment. Competitive pressure from digital-first challengers, the influence of seamless retail banking experiences, and the rise of digitally savvy business customers are forcing banks to rethink their operating models. Recent benchmark studies reveal that while most commercial banks recognize the need to move from product-centric to customer-centric models, the journey is fraught with complexity. The diversity of commercial clients—from sole proprietors to large corporates—means that a one-size-fits-all approach is no longer viable. Instead, banks must organize around customer needs, not just products, to deepen relationships, drive loyalty, and unlock new value.
Historically, commercial banks have been structured around product silos. This has led to disconnected infrastructures, fragmented data, and customer experiences that mirror internal complexity rather than customer needs. Relationship managers often sell products based on their own expertise and incentives, rather than holistic customer understanding. Digital channels, meanwhile, have been designed primarily for cost efficiency, resulting in journeys that are often outdated and disconnected from high-touch, value-added services. The result? Customers feel they are being sold to, not listened to, and moving between segments or products can feel like switching banks altogether.
A customer-centric model flips this paradigm. Instead of selling products, banks focus on solving customer problems and anticipating needs. This means:
Banks that achieve this not only increase engagement and loyalty but also position themselves as trusted problem solvers, not just product providers.
Transitioning to a customer-centric model requires bold, foundational change. Incremental improvements are not enough. Based on recent research and real-world transformation programs, the following building blocks are essential:
Modern, cloud-based, coreless architectures are the foundation for agility and customer centricity. They break down product and channel silos, enable easy integration of new components, and simplify partnerships across the ecosystem. Without this foundation, banks will struggle to deliver seamless, personalized experiences or adapt quickly to changing customer needs.
Customer centricity is impossible without unified, high-quality data. Decoupling data from product and channel systems, and layering advanced analytics and AI, enables banks to generate actionable insights, personalize interactions, and anticipate customer needs. This is not just about technology—it requires robust data governance and a culture that values data-driven decision-making.
Digital channels must evolve from transactional self-service to intelligent, value-adding experiences. This includes embedding digital assistants, automating routine inquiries, and seamlessly handing off complex issues to relationship managers. Assisted channels, powered by digital workbenches and AI-driven insights, allow bankers to focus on high-value advisory rather than administrative tasks.
Customer segmentation and coverage strategies should be informed by real-time data and behavioral insights, not just static metrics like turnover or industry. Relationship managers’ incentives must align with customer outcomes—such as business growth or stability—rather than product sales. Agile, cross-functional teams that blend technology, data, operations, and customer experience are critical to breaking down silos and delivering holistic solutions.
With the right architecture and data, banks can rapidly experiment with new propositions, integrate banking and non-banking services, and continuously refine offerings based on customer feedback and market changes. This culture of experimentation and rapid iteration is essential to stay ahead of both customer expectations and challenger banks.
At Publicis Sapient, we guide banks through this transformation using our SPEED framework:
This integrated approach ensures that transformation is not just a technology upgrade, but a fundamental shift in how the bank operates, organizes, and delivers value.
Most commercial banks aspire to customer centricity, but progress is often incremental—limited by legacy technology, fragmented data, and traditional funding and operating models. To leapfrog incremental change, banks must:
With competitive dynamics shifting rapidly and digital-first challengers in hot pursuit, now is the time for bold action. Banks that make the leap to customer centricity will not only protect and grow their market position—they will redefine what it means to be a trusted partner in the digital era.
Publicis Sapient partners with leading banks worldwide to deliver customer-centric transformation. Our SPEED approach, deep industry expertise, and proven track record in digital business transformation make us the strategic partner of choice for banks ready to move beyond incremental change.