Customers are moving to digital-first relationships instead of relying on branches. With customers using digital as their everyday banking channel, how do financial institutions not only build trust and loyalty in a digital environment but also direct interactions requiring human contact to the appropriate channel? This session explores how the customer trends shaping the future of banking are transforming the role of the branch, how financial institutions can create value for customers in a digital environment, and the importance of engaging customers across the entire customer journey.