The standards of customer experience are being re-defined and re-established by the likes of Amazon and Google. These digital players have their finger on the pulse of the customer, enabling them to deliver tailored recommendations and superior customer experiences. The result is a radical shift in customer expectations across the board. Hyper-personalised experiences are the new mantra; and many digital disruptors in the financial services space are already leveraging technology to deliver to these expectations. It’s time now for traditional players to up their game!