Banks in DACH region struggle to integrate customer experience

A study conducted by the Lucerne University of Applied Sciences and Arts, in collaboration with BSI Software, msg, and Ntsal Consulting, reveals that most banks in the DACH region (Germany, Austria, and Switzerland) struggle to integrate customer experience (CX) into their core operating models.

Research involving executives from 43 financial institutions shows that while significant investments have been made in digital channels and technological platforms, customer-centricity remains largely project-based or function-based rather than being embedded along the entire customer journey. More than half of the surveyed banks fall into the two lowest maturity levels: 18.6% are function-oriented and 34.9% utilize a project-based CX target operating model (CX-TOM).

Key drivers for change identified by respondents include evolving customer needs (86%), followed by increased competition and regulatory requirements (65% each). Additionally, the study highlights a gap in implementation, noting that while most banks collect and evaluate customer feedback, few systematically measure whether the resulting actions are successfully executed.