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      "text": "By adopting a fresh perspective on customer relationships with these three pivots, banks could unlock latent value from customer relationships. This would open the door to four strategic plays, each of which could contribute to reinvention of the enterprise",
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      "text": "1. Improve banking as we know it: offer financial products and services to customers in ways that deepen relationships\n2. Expand reach by incorporating banking into new channels\n3. Offer non-financial products\n4. Explore completely new frontiers in the mid-to-long term",
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      "text": "Going beyond the bank's traditional four walls—the blue portion in Figure 3—will not only generate new growth opportunities, but more importantly enable banks to gather more data about customers' financial and lifetime needs. Used correctly, this data can help banks deepen their customer relationships, offer more tailored traditional banking solutions, and power their core business. This is J.P. Morgan's rationale for building its travel booking offering, which has the explicit goal of fueling its banking business¹⁸.",
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