In categories where many brands are essentially selling the same product or service, the only ostensible difference is the experience.

You’ve been with The Borders Distillery/Three Stills Company for over a year now, what was the first major change you put into action?

Customers increasingly expect that interactions with their bank will be as sophisticated, immediate and personalised as their experiences with other industries – such as retail (e.g., personalised recommendations), transport (e.g., ride hailing) and hospitality (e.g., home-sharing platforms).