Redefining customer listening in an AI-driven world
February 24, 2026 | Online
Natasha den Dekker is a Lead UX Researcher working in financial services. Her role is focussed on developing the ongoing UX Research strategy for her tea,. as well as supporting a research internationally. Prior to this she worked at LexisNexis, working across current products and the new development of products. She has also worked at varying agencies as a User Research consultant focussed on improving digital services for different government departments across the UK government and abroad. Natasha has also worked as an information professional in the NHS and a Librarian at Microsoft. Outside of work Natasha is most likely to be found planning a holiday, hanging out with her dog Goose, playing the drums or lifting weights (not necessarily in that order!).
24 February 2026
10:00 AM Traditional research methods are not fit-for-purpose. Here’s what’s next
Traditional research and measurement methods are struggling to keep up with increasingly complex digital customer journeys. In financial services, for instance, legacy systems, along with fragmented and siloed ownership of channels, make understanding the CX especially difficult.
In this session, we’ll explore how UX research in is evolving beyond standard metrics like NPS and system usability scores to embrace more human-centered methods, with more context. Drawing from years of experience designing and researching digital journeys, Natasha den Dekker Lead User Researcher at Santander, will share how her team blends qualitative and quantitative insight and rethinks measurement frameworks, designing for inclusivity particularly for vulnerable customers who can be overlooked in data-driven CX.
We’ll discuss the realities of conducting research in a regulated environment, the creative workarounds that make it possible, and why the future of customer listening depends on empathy and relevance as much as on technology.
Attendees will learn:
- Why traditional CX metrics like NPS are failing to capture real customer sentiment and what new, mixed-method approaches are emerging to replace them.
- How leaders can design more inclusive journeys by embedding research at the right moments in the process.
- The future role of UX and CX researchers as translators between human emotion and business goals in an increasingly tech-driven world.
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