For all those years, we did the best we could to keep up but we failed. We failed because multichannel simply does not work. Instead we created mixichannel. Mixi meaning “mixed up”. Instead of focusing on these new channels of innovative offers for new products and services, we added these channels as cost reduction programmes for self-service and branch rationalisation. As a result, call centres, Internet and mobile services have been added onto existing operations rather than engineered specifically for these services.