Customer experience is no longer viewed solely as a support function, but increasingly as a core driver of growth, profitability and long-term customer value. The challenge for many organisations is embedding customer-centric thinking across the business in a way that consistently delivers both commercial and customer outcomes.

Drawing on leadership experience scaling Coventry Building Society through its acquisition of The Co-operative Bank, this session explores how organisations can align service, culture and governance around shared customer outcomes during periods of significant transformation and growth. It will examine how customer experience can support commercial performance while maintaining trust, purpose and long-term loyalty at scale.

• Positioning customer service as a driver of growth, productivity and profitability
• Aligning teams, culture and operations around shared customer outcomes during transformation
• Balancing commercial performance with long-term trust, loyalty and member-first thinking

Annabel Abell

Director of Customer Service
Coventry Building Society

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AI and automation are no longer experimental priorities, but scaling them effectively remains a challenge. loveholidays is moving beyond isolated use cases to embed AI directly into day-to-day operations, treating it as infrastructure rather than a standalone tool.

Building on the success of its AI chatbot, which now handles the majority of customer service queries, the organisation is enabling teams with AI-powered workflows that automate repetitive tasks, intelligently route complexity and retain human judgement where it matters most. The focus is on controlled adoption, measurable outcomes and redesigning operations in a way that delivers long-term operational and customer value.

• Embedding AI into workflows rather than layering it on top
• Scaling automation while maintaining control, consistency and human oversight
• Linking AI initiatives to measurable operational, commercial and CX outcomes

Eugene Neale

Director of Business IT and AI operations
Loveholidays

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As competition intensifies and switching becomes easier, organisations are rethinking what drives long-term loyalty. The focus is shifting from transactional programmes to building stronger, more meaningful relationships that influence behaviour over time.

Explore how organisations are combining brand, experience and insight to strengthen retention, while ensuring loyalty strategies are grounded in real customer behaviour and integrated acrossthe wider experience.

• Moving beyond rewards to influence long-term behaviour and retention
• Designing experiences that strengthen emotional connection and trust
• Using customer insight to understand what truly drives loyalty
• Embedding loyalty thinking across journeys, not just programmes

While many have experimented with personalisation, far fewer have successfully scaled it across the enterprise. The challenge lies in moving beyond isolated campaigns toward a more connected approach that delivers consistent, relevant experiences across the full customer lifecycle. HSBC is embedding personalisation at scale by aligning data, operating models and commercial strategy.

The focus is on turning fragmented efforts into a coordinated, enterprise-wide capability that supports both customer experience and long-term growth.

• Moving from siloed campaigns to enterprise-wide personalisation strategies
• Designing engagement across segments, life stages and customer contexts
• Embedding personalisation into long-term commercial growth and value creation

Hazem Taha

Global Head of MarTech
HSBC.

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