Customer experience expert Jay Baer is stepping away from the keynote stage after 17 years and moving deeper into the world of tequila. He joins Jim Marous for a Banking Transformed conversation centered on five pours and five customer-experience questions for banks and credit unions. Tequilas tasted, in order: → Nosotros Blanco → Lost Lore Joven → Arette Reposado → Wild Common Añejo → Cazcáñes #7 Extra Añejo Each tequila opens a different discussion: first impressions, disconnected experiences across channels, the role of AI and automation, the difference between satisfaction and loyalty, and the advice Jay wants financial leaders to carry into the next decade. Jay explains why connected customer experience is usually a culture and leadership challenge rather than a technology problem. He also argues that as AI tools become widely available, the human touch becomes more valuable, especially when something goes wrong. His parting warning is direct: the more customers are treated like numbers, the more they will treat their financial institution as replaceable. Jay Baer is the author of Talk Triggers and Hug Your Haters and co-founder of The Tequila Report.

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