In a novel approach to infusing innovation throughout its organization, Bank of the West has started “embedding” technology executives into each line of its business.

Bank of the West CIO Kirsten Garen used the word “partnerships” to describe the work these embedded tech execs are doing.

Bank of the West is a division of BNP Paribas, the French bank. Bank of the West has $79.8 billion of assets.

“We’re forming digital partnerships across the house, and we’re fostering more collaboration between the business groups and technology,” she said. Furthermore, in discussions of product roadmaps, tech always has a seat at the table at Bank of the West, she said.

This makes a great deal of sense in the emerging omnichannel world, where “unsiloing” lines of business in order to foster a complete view of the customer is key.

“Technology underlies everything the bank does,” Garen said. Describing the business teams, she said, “Their product is customer service, but fired by technology.”