Mobile banking has overtaken all other channels, reshaping how consumers interact with financial institutions. With growing digital independence, customers now choose from a broad array of providers rather than relying on a single bank. This shift demands that banks move from transaction-focused models to holistic engagement strategies that consider the entire customer journey. Institutions must evolve branch roles, enhance digital tools, and deliver personalized, value-driven experiences. The Holistic Engagement Value model urges banks to see customers as whole individuals and foster trust through tailored service across all touchpoints.

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