CUSTOMER expectations have evolved and banks, like all other brands, must change their benchmark, according to Ana Maria Delgado, UnionBank's executive vice president, chief customer experience officer and chief digital channels officer, who spoke at a forum hosted by the Rotary Club of Makati on Tuesday.

'The way to build a competitive advantage in banking, might still be via trust, but trust is no longer defined as just having a solid or big branch network or a banker I can depend on. Trust in today's world means delivering personalized, reliable, frictionless experiences 24/7 from whatever interface the customer wants,' she said.