Make CX A Business Mandate In Financial Services

2026-03-25 · Source: Featured Blogs - Forrester · Field: Finance & Economics — Banking & Financial Services, FinTech & Digital Financial Services, Economic Analysis & Policy · Depth: Intermediate, quick

Summary

The updated Forrester report, "Why CX For Financial Services: Proof That Investing In Experience Improves Revenue, Cost, And Resilience," positions customer experience (CX) as a core business strategy rather than merely a function of surveys or incremental improvements. The report emphasizes that CX is a primary driver for growth, trust, and long-term competitiveness, directly impacting revenue, cost, and resilience within financial services. It also details the increasing role of AI in CX, noting its application in cost reduction, efficiency gains, personalized interactions, and automated service. By reframing CX as an economic discipline, the report aims to help CX leaders build stronger business cases for investment, understand AI's influence, and develop frameworks for end-to-end journey transformation.

Key takeaway

For financial services product managers developing strategic plans, recognize that investing in CX is a board-level responsibility, not just a departmental metric. Your proposals should clearly link CX initiatives to tangible business outcomes like increased revenue, reduced costs, and enhanced resilience, leveraging insights on AI's role to secure executive buy-in for comprehensive journey transformation.

Key insights

CX is a core economic discipline driving growth, trust, and competitiveness in financial services.

Principles

• CX directly impacts revenue, cost, and resilience.
• AI reshapes customer listening and service automation.

Method

The report provides a leadership-level framework for transforming fragmented CX improvements into end-to-end journey transformations.

In practice

• Strengthen CX business cases with revenue links.
• Understand AI's role in CX leadership.

Topics

• Customer Experience
• Financial Services
• AI Applications
• Business Strategy
• Journey Transformation

Best for: Product Manager, Executive, AI Product Manager, Business Analyst

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Editorial summary, takeaway, and curation by AIssential. Original article published by Featured Blogs - Forrester.