Digital Has Changed These 7
Banking Roles

We surveyed 200+ employees in
financial services
This is what we found…

70%
of respondents said that the biggest shift
in job responsibilities have occurred in
marketing and technology roles

of executives said their biggest challenges
are compliance and organizational structure
53%

63%
of tech employees said that their success
depends on providing new, cutting-edge products

of marketers said that learning to adapt in a digital
environment represents the biggest shift in their
day-to-day responsibilities.
51%

01 EXECUTIVE
“I have two main
challenges: regulation
and competition.”
- CEO

68% of global banking CEOs
believe the speed of tech changes
threatens growth. This is up from
57% last year.
- Source: PwC

“We have less lobby traffic, but more phone calls.
We have to spend more time educating the staff on
how our digital products and services work so they
can inform our members.”
- Chief Executive Officer

SUGGESTIONS FOR EXECUTIVES
• Accept that branch traffic is consistently decreasing and plan
accordingly.
• Contrast your digital product offerings with those from new
fintech competitors. Ask yourself if you’re exceeding consumer
expectations on this front.
• Double down on hiring developers, graphic designers, and data
analysts — or partner with the right fintech providers to
compensate for a lack in these areas.

02 MARKETER
“Our biggest challenge is
to integrate the IT side
(programming, security)
and the marketing side
(branding an experience).”
– AVP of Interactive Marketing

“Banks that use analytics to
understand customer attrition
have a 12 percentage point
lead in market share over those
that do not.”
- Source: Aberdeen Group

“We can access real-time information on customer
behavior. As customers engage digitally, we can
capture information and try to help make their
experience better.”
- VP of Market Research

SUGGESTIONS FOR MARKETERS
• Switch from an advertisement-based mentality to an advice-
based mentality. Gain account holder trust by giving them advice
they legitimately value
• Split test a variety of advice-based digital offers to find what
resonates the most with your account holders
• Automate your marketing analytics and targeted offers by
developing your own solutions or finding a fintech partner that
can do it for you

03 OPERATIONS
“There is less paperwork
but more training needed
to help employees
understand changes in
technology.”
- Director of Business
Development

“The biggest challenge financial institutions face is
that they’re totally content with the status quo.
They do not realize the need to adopt technology
and are moving very slowly.”
- Director of Business Development

SUGGESTIONS FOR OPERATIONS
• Become experts in the industry by staying current on all trends in
banking and fintech
• Demo a variety of fintech products across the industry to
understand the full range of available partnerships
• Be quick to pivot when your research or analytics show that
something isn’t aligned with a long-term growth model

04 The BRANCH
“Our member service
reps have transitioned
from a service role to a
teaching role.”
- Operations Manager

“The transformational shift in banking is driving
more routine transactions to self-service options.
This shift is shining a light on the gap in expertise of
employee skillset needed to deliver on more
knowledgeable consumers.”
- Head of Retail Branches

SUGGESTIONS FOR BRANCH MANAGERS
• Advocate for account holders by offering legitimate advice, even
if it doesn’t immediately help the bottom line.
• Become a financial expert. Consider getting formal training
on the topic so you can offer account holders the best
advice possible.
• Be wary of having a merely transactional role. You will be replaced.

05 CONTACT CENTER
“New technology allows us
to connect to members on
the channel, device, and
time that works for them. It
also has resulted in
growing our department.”
- Director of Call Center

“Our digital support teams take more calls, open
more accounts, and support more transactions
through the digital channels than most of our
branches collectively.”
- VP of eSolutions

SUGGESTIONS FOR CONTACT CENTERS
• Develop both spoken and written communication skills. Both are
essential in the new economy.
• Master the range of possible support questions, including
technical questions about digital product offerings.
• Focus on gaining trust. If all contact center employees increase
account holder trust with each point of contact, your institution
will experience long-term growth.

05 TECH
“The way we bring
solutions to market has
totally shifted. We no
longer plan 18 months in
advance. Everything is
dynamic.”
- Head of Payments Innovation

“I have three major challenges:
outdated technology, not enough
streamlined data insight, and silos
between business groups. To fix these
problems we’ve expanded the User
Experience team and implemented
rapid prototyping within the business
group, moving to much more agile
methods of implementing solutions.”
- Senior Manager of Customer Experience

SUGGESTIONS FOR TECH
• Collaborate with developers in fintech to fine-tune the integration
process.
• Specialize in the latest API protocols so any integration with a
fintech partner will be as seamless as possible.
• Keep pace with industry trends, especially those that relate to
mobile banking.

“Face-to-face applications
are less frequent. Members
tend to apply online more,
which sometimes makes it
harder to develop the
relationship.”
- Loan Officer
05 LENDING

“More and more applications are coming in digitally,
and members expect to complete transactions with
little to no interaction with a live person.”
- Loan Officer

SUGGESTIONS FOR LENDING
• Accept that the rate of online loan applications will only continue
to increase.
• Study peer-to-peer (P2P) lenders to get ideas on how your
institution can streamline the online application process.
• Collaborate with other lenders in the industry to see how
traditional institutions can safeguard against P2P lender startups

To learn more details about each persona
and see a list of suggestions for each,
download the free eBook:
go.mx.com/7-banking-roles-ebook
For more information, email us at
sales@mx.com or call:
801.669.5500