I think consumers put banking on the same plane as toilet paper. They need it, but they will never “engage” with it. For most of us — as consumers — I think the goal is to get the “amount of time thinking about banking” down to zero.

What’s fascinating about this is the tension in objectives: financial marketers want to “build relationships,” “foster engagement” and get people to interact more with their brands… while financial consumers want just the opposite. They’d prefer to get a divorce, not “build a relationship.” But, alas, it’s a marriage of convenience and necessity.

As I tweeted a few weeks ago, “How can financial institutions expect to ‘build relationships’ when people try to spend as little time banking as possible?”

Financial institutions want to foist something on consumers that consumers don’t want. Banking is a chore. A commodity. It’s like having to go to the gas station or dry cleaners. No one would do it if they didn’t have to. Inasmuch, please, Mr. Banker or Mrs. Credit Union, just address my immediate needs with knowledgeable staff and efficient service. If you’re “friendly” and “personal” while you’re at it, great, but those aren’t deal-breakers. Basically, just get out of my way as quickly as you can. Everyone’s got better things to do than banking.