The Amazon Effect: Why Banking Must Evolve

The retail industry has reset the bar for customer experience. Real-time updates, same-day delivery, and seamless service are no longer luxuries; they’re expectations.

Carla Trombly, SVP of Banking Transformation at DBSI, captured this reality during a live panel at BankSpaces, where she discussed how retail’s influence is shaping the future of banking:

“I call it the Amazon Effect. Customers don’t have a lot of time. But when they come in, they expect you to be able to deliver.”

This shift, driven by convenience, personalization, and speed, presents both challenges and opportunities for financial institutions. Those that adapt can not only meet elevated expectations but also deepen trust and create more memorable, meaningful branch experiences.

The Shift in Consumer Behavior

At BankSpaces, industry leaders Leslie Higgison of Comerica Bank, Stephen Griffin of Regions Bank, and Lamont Young of Citizens Bank explored how digital tools, such as instant transfers, approvals, and push notifications, are reshaping customer expectations. 

In this new landscape, traditional norms like “business hours only” are being rethought. Today’s customers arrive with less time and higher expectations, making speed, accessibility, and convenience the new baseline for service.

Banks and credit unions are under growing pressure to streamline processes, reduce friction, and deliver value in minutes. But as Carla and her fellow panelists emphasized, efficiency isn't just about technology; it’s about people.

“A lot of the focus can be: what's the shiny new tool or toy? Can I implement it in a branch? And that stuff might drive people in the door. But what really has a lasting impact is helping our colleagues build those relationships through trust.”

Equipping team members with real-time data and customer insights turns efficiency into effective service. With this foundation, FIs can move from reacting to anticipating needs and delivering relevant solutions.

The Real Competition

As expectations rise, financial institutions have a clear opportunity to rethink how they deliver value. Integrating technology into the branch isn’t about replacing people; it’s about empowering them.

Lamont Young of Citizens Bank summed it up best:

“I would remind everybody that we still remain in a people-based business. When it comes down to really complex issues with their finances, all they want is good advice.” 

The Amazon Effect demands speed, but trust remains the foundation of banking. The real advantage comes when technology enhances advisors’ ability to deliver both.

 

The Future of Retail Banking Is Here

Renderings like the one shown left were created by DBSI’s in-house design team and debuted at BankSpaces to inspire financial leaders to rethink what’s possible in branch design.

Turning Insight into Action

To stay ahead, banks and credit unions must align people, processes, and technology to meet these new expectations.

For a deeper dive into their insights, watch the full BankSpaces panel discussion on how leading institutions are redefining the customer experience.