A profound shift is reshaping commercial banking: the "consumerization" of B2B expectations. Business owners, CFOs, and treasury managers are still consumers in their personal lives, accustomed to the speed and simplicity of today's digital leaders. As PwC has explored, these expectations don't disappear when they go to work. The educational insight is that banks still operating on traditional B2B timelines are creating a "customer experience gap" that agile competitors are eager to fill.

This gap is defined by the contrast between what clients experience elsewhere and what they experience with their bank. They expect:

• Speed and Responsiveness: They can track a package in real-time but have to wait days for an update on a loan application.

• Digital Self-Service: They can manage complex investments from an app but have to fill out paper forms for basic banking services.

• Proactive Advice: Their streaming service recommends new content with stunning accuracy, but their bank rarely offers proactive advice tailored to their business needs.

• Seamless Onboarding: They can open a new credit card online in minutes, but onboarding their business account takes weeks of back-and-forth communication.

Relationship managers are at the heart of this challenge, often hampered by systems that weren't designed for this new reality. To meet modern expectations, they need an intelligent platform that helps them be more proactive, responsive, and strategic. A unified platform like Identifee allows a relationship manager to instantly generate a tailored proposal, pull a complete history of service interactions, and identify a new cross-sell opportunity, all in preparation for a single meeting. This closes the experience gap and turns strong service into a powerful, lasting competitive advantage.