For over a decade, the concept of customer personas has permeated marketing strategies. But personas are not a strategy but rather a guide. And if the persona is the guide, the experience is the map.

Recently, an article from The Financial Brand discussed the future of physical bank branches and one item on the list in particular caught my attention (because it relates to how I prefer to operate as a consumer).

The article states simply, “Integrate the Technology.”

This isn’t about creating the buzzy omnichannel experience (although that is a good goal to have) but more so about making technology available and supportive of individual consumer goals and preferences.

Businesses can’t make it hard to engage with customer service, meeting with product experts, shopping, getting price estimates, or purchasing.

Let technology help in any way possible.