The reputational meltdown at Commonwealth Bank in August has forced the Australian Bankers Association to bypass Ian Narev as its next chair, with ANZ boss Shayne Elliott yesterday earmarked to take up the role for 2018.By convention, CBA's top executive was in line to preside over the industry peak body, but that became unlikely after the bank announced that Narev would leave the organisation before the end of June next year."For the sake of continuity, it was decided to bring forward Mr Elliott's term rather than seek an alternate chair," said ABA chief executive, Anna Bligh."There are a number of reviews and reforms to be introduced in the coming year, so consistency is important - I am looking forward to working with Mr Elliott in his new role."Elliott will oversee the industry association at its most existential moment since the 1999 "Cash For Comments" scandal triggered an executive cleanout and governance overhaul.There is a view among some leading bankers that the ABA should be liquidated as part of Elliott's promise to remedy the industry's public standing.While Elliott said he was committed to mending the banking industry's reputation, his official comments left open the possibility that rebuilding public trust might include ditching the ABA."The banking industry is working hard to build trust with customers, the community and with federal and state politicians on all sides," he said."While we have made significant improvements in recent times, rebuilding community trust is a long-term issue and change within the industry needs to be bolder and faster."I look forward to making a positive and progressive contribution as the industry continues with the important task of delivering sustained change which delivers better outcomes for customers and helps rebuild our reputation."Despite some valuable policy development in the sector - particularly on whistleblower protection and redefining service standards for customer service staff working in bank branches - the ABA has struggled to improve public trust in the industry.Small business and consumer groups continue to rail against policy stances advanced by the association, and the campaign to rouse public anxiety about recently announced wholesale funding levies on the big banks has been unsuccessful.Elliott is a big picture thinker and a near-term aim might be to pare the ABA's funding, which has ballooned in the last decade.Elliott's term as chair will begin after the ABA holds its annual meeting in December.