Voice of the Customer (VoC): Banking Customer Experience Orchestration Products (CXOPs)

Customer Experience (CX) has become a central digital transformation pillar in banking, driven by rising customer expectations, competitive pressures from digital-native players, and increasing regulatory scrutiny. Banks are investing in CX Orchestration Platforms (CXOPs) to deliver seamless, personalized, and omnichannel journeys across onboarding, servicing, and engagement. However, as adoption matures, enterprises are shifting focus from initial deployment to scaling these platforms effectively while managing integration, costs, and operational complexities.

This report is based on a global Voice of the Customer study capturing direct input from over 480 banking executives and CX decision-makers. It provides an enterprise-grounded perspective on how CX platforms are evaluated, adopted, and utilized in real-world environments. The analysis highlights key challenges such as integration with core systems, limited personalization scalability, and total cost of ownership, while also identifying emerging trends in platform consolidation, modular adoption, and intelligence-led CX strategies.