Inside UBS with their CXO

Allison Landers, Chief Experience Officer (CXO) of Banking and Lending at UBS, brings over two decades of experience reshaping customer experience (CX) in financial services. Recognized in the FinTech Top 100 Women list for the second consecutive year, Allison shares her insights on evolving CX from a siloed function to an enterprise-wide strategy.

Beyond scorekeeping: CX as a strategic driver

1. Orchestrate experiences across product silos, channels, and business units

2. Use journey management as a framework to improve existing processes and design new offerings

3. Shift from product-centric to truly customer-centric operations

Allison emphasizes that breaking silos isn"t the answer. Instead, CX acts as a "forcing function" to unify teams around the customer journey. She shares how this approach differed at Prudential, Wells Fargo, and now UBS:

We work across P&Ls, products, business divisions, and client segments. It's about orchestration and connecting the dots.

Designing for rising expectations

As customer expectations rise, financial institutions can no longer benchmark only against other banks. Allison challenges her teams to design as if "Google or Amazon were building it."

1. Map the current state journey

2. Design an ideal future state journey

3. Use the gap between current and future states to build a multi-year roadmap

Sometimes when you map your current state next to your future state, that's your multi-year roadmap. How do I get from here to there?

For CX leaders looking to drive real transformation, not just keep score, Allison offers a masterclass in evolving CX from a siloed function to a strategic imperative. Her insights on journey-centric design and cross-functional orchestration serve as a valuable playbook for financial services and beyond.

If you want to hear more, listen to the full episode with Allison Landers on your favorite platform:

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