Initiatives such as these to integrate all relationship, across product & services within the bank will immensely help.
It would be still better to integrate also the cross-sell on insurance/MF within group.
If such systems are capable of integrating the family accounts, it would help, both banks & customers thereof.
The critical differentiator will be when every customer-encounter or touch-point is captured to guarantee holistic customer satisfaction… leading eventually to Customer Enchantment. ( across all banks, of course)