Insights from Emily Steele for The Financial Brand
Omnichannel banking promised continuity across digital and in-person channels, but many institutions still struggle to deliver it consistently. The gap is operational, not just cosmetic. Disconnected systems of record keep staff from seeing a complete customer picture, which undermines the experience inside and outside the branch.
Emily sets the stage with a simple reality: omnichannel progress has stalled where back-end systems remain fragmented. The consequence is wasted time at the moment that matters most, when a customer is in front of a banker seeking guidance.
The branch is not going away. FDIC data shows a net increase of 92 branches in 2023, the first uptick in a decade, after the U.S. branch count had fallen to 69,905 at the end of 2022. Younger customers are engaging in person for complex needs, and the expectations are clear. A 2023 U.S. Bank survey found that 62% of Gen Z trust financial advisors most for financial advice, and Insider Intelligence reports that 70% of Gen Z have used physical branches to purchase banking products and services.
Why omnichannel still falls short
The original vision focused on continuity between channels, such as starting a loan online and finishing in a branch. Progress has been made, but a truly seamless experience requires more than front-end polish. Institutions need a unified operational layer so employees and customers see the same accurate, real-time information everywhere.
Unification is the foundation
Integrating data movement alone is not enough. Many banks think “enterprise service bus” and stop there. An ESB moves information, but it does not decide how processes should flow. Emily outlines the missing piece: an orchestration layer that defines common processes, routes work, and enforces guardrails for compliance. Together, ESB plus orchestration align systems, data, and workflows so channels behave like one organization.
What this enables in practice
Transforming in-branch account opening. Instead of paper-heavy tasks and opaque screens, bankers guide customers through transparent, consultative steps. Documents can be reviewed and signed on a customer’s own device or a tablet. The interaction shifts from administration to advice.
Accelerating multi-owner applications. One owner can start in person, then invite additional owners or authorized signers to complete their portions through any channel. Integrated systems advance the application automatically, freeing bankers to focus on meaningful conversations about cash flow, lending options, and long-term goals.
When branches are treated as extensions of the digital strategy, they become hubs for efficiency, trust, and deeper relationships. Unifying the operational layer allows banks to deliver consistent experiences across online, mobile, call center, and branch, while equipping employees with a complete and actionable view of each relationship.
The outcome is renewed loyalty driven by advice, not just transactions. With a unified platform behind every interaction, teams can spend less time hunting for information and more time serving as true financial partners.
Read Emily’s full article in The Financial Brand
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