The customer engagement model has evolved from one that relied on the branch to acquire and build relationships to one that is increasingly digital-first. This shift is requiring that financial institutions think about how they win and serve customers in a digital environment and what role the branch will play in the future of banking. More importantly, with customers using digital as their everyday banking channel, financial institutions must determine how to build trust and loyalty in a digital environment and direct the interactions that require human intervention to the appropriate channel. This session will explore the customer trends shaping the future of banking, the need to transform the role of the branch, how financial institutions can create value for customers in a digital environment, and the importance of facilitating the entire customer journey.