Not common, but disagree with you on this one. Omnichannel and putting customer first are not mutually exclusive. In fact, creating an omnichannel experience (or at least trying to) is about the only way you could even be trying to put the customer first, if that customer is under 50. It is very much how we live.

You're right, people don't shop omnichannely, they just shop. They don't think of it as omnichannel, they just do it. But that doesn't make it go away just because non-marketers don't use the term.

The analogy of building a house seems out of context. You very much should build (or at least plan for) the multi-channel experience at once. You may build the frame and roof at different times, but you don't move into the house until it's all done. Granted, most community banks (and all small business) may not have resources or budget for the richest of experiences. But, again, ignoring the environment people live, shop, and utilize services in doesn't make it go away. Leveraging third-party relationships can be a way to help overcome some of the obstacles.