Rich Wagner

As customer expectations evolve, digital-first banks are challenged to move faster, think smarter and continually deliver experiences that serve both retail and business customers alike. This session explores how one online bank is finding ways to meet shifting needs of their customers amid changing economic conditions - from entrepreneurs to everyday consumers – hear a leadership perspective on:

• The ‘why’ and ‘how’ to embedding customer-centric decision-making in company culture

• Keeping a finger on the pulse of customer needs and expectations and reacting in a targeted way to enhance experience and customer outcomes

• What smarter, data-led strategy can to acquire and engage customers more effectively

With customers’ perceptions often diverging from product realities, how can financial institutions design digital experiences that truly meet customers where they are? This discussion examines how to create transparent, ethical and accessible journeys that close the gap between expectation and experience – and moving beyond theory to strengthen commercial team buy-in to customer-first design principles. Discussing the ‘how to’ towards:

• How can UX frameworks ensure customers experience is received as seamless & intuitive?

• How can we better understand the psychology behind customer beliefs to identify and address misconceptions across online customer journeys?

• How can CX and commercial teams be aligned to merge ‘right by the customer’ with ‘right by the business’?