CX Target Operating Model: The strategic blueprint for banks in the AI era

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).