CX Target Operating Model: The strategic blueprint for banks in the AI era
NEWS 02/2026
The study ‘CX Target Operating Model in Banking’, a DACH-wide survey of 41 banks, shows the extent to which customer focus is truly embedded in the operating model – and where it often falls short in practice: due to structures, budgets and people.
- What it’s all about: the operating model behind customer-centricity
- The pressure comes from customers – not from regulation
- Five findings that give pause for thought
- And implementation remains a struggle
- Five maturity levels – and the question of where your own bank stands
- What sets the more mature organisations apart
- What can be deduced from this
- Footnote
It is easy to talk about customer focus. The more difficult question is whether one’s own operating model actually supports it. A new survey of 41 banks in the DACH region has examined precisely this question – and paints a picture that is likely to make many institutions uncomfortable.
The study “CX Target Operating Model in Banking” was conducted by msg for banking, BSI and ntsal in collaboration with the Institute for Financial Services Zug (IFZ) at the Lucerne University of Applied Sciences and Arts. During the survey period from March to May 2026, executives from the fields of strategy, CX and design, digital, IT/operations and project management were interviewed – across all types of banks, ranging from savings banks and cooperative banks to major banks with total assets exceeding 250 billion euros or Swiss francs. 44 questions, around 30 minutes to complete, 41 valid responses, collected anonymously. The scientific director was Prof. Dr Nils Hafner (IFZ).
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