Market dynamics, evolving customer expectations and behaviors, and the emergence of digital competitors are converging to necessitate a fundamental change to what banks do—and how they make money.

In this new environment, simply being better at what they currently do won’t be a viable strategy for growth. To thrive, they must adapt their business models and turn digital disruption into digital differentiation.

Customers think differently about banking services in the digital age. Recent Accenture research1 has identified three emergent consumer personas, which are differentiated by their attitudes toward cost and pricing, as well as their interest in new kinds of services


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