Image: Clients are emotionally invested in banks, as the custodians of their money/Unsplash You’re about to call a cab. As you open the app, you get a pop-up message from your bank warning you that three of its other clients experienced poor service from this provider. So, you choose a different ride. This could be the client service journey of the future. A hyper-personalised approach where your bank acts as your financial friend assisting you at every touchpoint of the value chain, including your interactions with other service providers. In this world, clients know the value they hold. And brands must offer world-class service as a benchmark, not a bragging point.