EVEN before the pandemic, the financial services industry was under a state of disruption, with the entry of Generation Z or the digital natives in the market. But the challenges in customer experience (CX) in traditional banks have been highlighted at the onset of the pandemic in 2020 when there was limited physical movement.

In fact, I wrote about this in 2021, when "my Gen Z son had to physically go to a physical branch of one of the largest banks in the Philippines to reopen an account, only because his previous account, which he had been holding for several years, had been automatically closed because he placed all his money in an investment portfolio of the same bank."

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