In 10 years, the banking landscape has accelerated to digital warp speed, bringing with it mobile apps, remote deposit capture, chatbots, upstart startups and the first stirrings of artificial intelligence. But is the temptation to keep up a trap that compels financial institutions to try being all things to all people? Julien Courbe, who leads PwC's U.S. Financial Services Advisory, weighs in on how banks can gain focus and renewed perspective through picking the right projects—and leveraging the never-ending endgame of stellar customer experience.