Article

Banks are digitising the visible customer journey – and missing the crucial moments

NEWS 02/2026

The customer journey in banks is often not seamless. And even an otherwise smooth customer journey that fails at a crucial moment is remembered as a bad experience. The reason: there is a structural gap between what CRM and CX systems could achieve and the foundation actually available to them.

Robert Becsei

Customer Experience

28. July 2026 9 minutes reading time

The measurability paradox
What customers actually remember
Why the gap remains structural
The underestimated moments of truth
AI as an amplifier – in both directions
What needs to be in place before the next AI investment
What decision-makers can do in practical terms
The step that lies ahead of the next purchase
Footnotes

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Banks are digitising the visible customer journey – and missing the crucial moments

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