Financial institutions are rethinking what meaningful customer care looks like as wellbeing and financial stability become increasingly intertwined. One of those shaping this new paradigm is Isobel Crosse, Santander UK’s Head of Financial Care, whose work champions a proactive, data-driven approach to customer support designed to anticipate customer needs upstream and prevent issues long before they escalate.
In this conversation, Isobel breaks down how she translates that vision into action. She explains how stories and statistics must work in tandem, why inclusive design requires women in the rooms where decisions are made, and how viewing vulnerability as fluid – not fixed – can transform outcomes for customers and commercial teams alike.
Key themes:
- What “financial care” means – and why it is reshaping CX in banking
- Why empathy and economics need to come together in service design
- The need to redefine vulnerability as dynamic and transient
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