Customer digital experience

The challenge

Customer experience is a key battleground for financial services organisations who, like their peers in other industries, recognise the rapid shift in customer expectations. Mobility, granular insight, self-service, mass customisation and personalised interaction are now basic requirements in our always connected, on-demand world. In fact 92% of companies now expect to compete on the basis of customer experience, and customer experience is now twice as valuable to an organisation as brand.

As a result 50% of all investments in new products are being redirected to customer experience innovation.

However as traditional legacy organisations look to innovate, and to remain competitive against the ‘digital native’ newcomers, they are constrained by old ways of working, legacy technologies and, crucially, a lack of skills with 63% of firms citing this as a key obstacle to digital innovation.

Our services

We apply our BXT (Business, eXperience, and Technology) methodology, to drive transformation performance in a way that sparks innovation and meets business objectives. We work with banks, insurers and asset and wealth managers to:

Co-create your customer’s digital journey

  • Co-creating your customer's digital journey with you and your customers, using behavioural economics, nudge theory and customer outcomes to identify the most appropriate and compelling journey, and drawing on deep customer and competitor insight
  • Applying design thinking to build out these experiences, ensuring the customer is at the core whilst ensuring differentiation, and seamless integration of current and future regulatory design requirements

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Design the new service and operating models

  • Designing the new Service and Operating models, consciously building in regulatory ‘safety nets’ to support fair and consistent outcomes
  • Clearly identifying the resource, processes and capabilities needed to support the new experience
  • Focusing on getting cross functional buy-in and alignment as early as possible, mobilising input from compliance, marketing, product, digital and others

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Execute agile change

  • Executing the transformational change, with agile development disciplines backed by a deep understanding of digital technologies and platforms, data and analytics, and user experience design

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Explore how else we can help you with business-led technology transformation

Accelerate digital transformation in financial services


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Navigate risk and regulation in financial services


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Contact us

Will Stevns

Partner, PwC United Kingdom

Tel: +44 (0) 7841 567 045

Jonathan Mulder

Director, PwC United Kingdom

Tel: +44 (0) 7718 981 039

Steve Gough

Director, PwC United Kingdom

Tel: +44 (0) 77730 733777

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