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Phase 5 Article Published in Financial Brand Magazine

We're pleased to share that our article, "How Making CX and UX Work Together Gives Banks a Sustainable Competitive Advantage" has been published in Financial Brand's fall 2022 issue of Insights Magazine.

An extension of our May 2022 blog post, this piece discusses the often untapped opportunities and synergies that financial institutions can create by adopting a more "holistic mindset" and collaborative approach to the two disciplines of Customer Experience and User Experience. As brand interactions become more and more reliant on digital channels and tools, the benefits of breaking down any silos between CX and UX management are becoming increasingly apparent. 

The article references several of our thought leadership papers and past presentations, and also draws upon the expertise of Phase 5 Partners Andreas Noe and Arnie Guha who lead our CX & Market Insights and Experience Strategy & Design practices respectively. It effectively summarizes a large body of work and experience, thus providing a great starting point for financial services leaders who are challenged to grow business with existing resources by becoming more customer-centric.

The Financial Brand is a trusted industry resource, and hosts the annual Financial Brand Forum for executives seeking "ideas, insights, and information about how financial institutions build and grow their brands". Additional digital offerings include webinars, podcasts, reports, and news, all organized into helpful categories. Financial Brand content is carefully curated to provide strategic analysis, practical advice, and timely, relevant insights on a "range of critical issues banks and credit unions face today", in order to help these organizations achieve success. 

Insights magazine is the Financial Brand's quarterly interactive digital publication "with ideas and insights affecting the big strategic decisions in banking". More information on subscriptions available here.

Written by Stephan Sigaud

Stephan Sigaud, MBA, is Phase 5’s EVP of Marketing. Stephan is passionate about partnering with clients to address their challenges and opportunities around customer centricity. Stephan has more than 25 years’ experience in Market Research and Customer Loyalty and Experience and is a Board Director of the Insights Association. He has also been volunteering with the Customer Experience Professionals Association (as past Chair of the CXPA Toronto Network) and the Canadian Marketing Association (as member of the Leaders Network and past co-Chair of the CMA CX Council).