Wes Humphrey and I speak to many banks about their efforts to improve customer preference, engagement and retention. We wrote this article to share our learnings on what is needed to improve profitability by focusing deliberately and intelligently on customers. Doing business as it has always been done means ceding your customers to disruptors who recognize that customers are looking for a different experience and are willing and able to provide it to them. It's time to rethink your customer relationship strategy.