Scott discusses customer experience maturity, trust-building through complaints handling, and how AI is shaping the future of CX in banking.
As digital transformation accelerates, especially in banking, routine customer interactions are becoming less frequent. In this low-touch environment, every single moment of engagement—particularly when something goes wrong—carries outsized importance.
And many organisations proudly claim to prioritise the customer—but how many truly deliver on that promise?
Welcome to our CX Dialogues video series! In this episode, we sit down with Scott Lee Holloway, Head of CX at APS Bank. He discusses how AI is reshaping customer interactions and what banks can learn from other industries to stay competitive and human.
“ It’s a wealth of insight, which really is gold dust and can really help you focus on where you can improve and ultimately improve your business’s effectiveness and and profitability,” he says.
WATCH MORE: CX Dialogues: Jo Boswell, Customer Experience Leader
Scott also highlights common CX blind spots—especially the gap between internal perceptions and customer reality—emphasising the role of feedback, strategic alignment, and complaints handling. As AI reshapes CX, banks must find creative ways to stand out and build trust in increasingly digital, uniform environments.
Top Insights
- Profit and customer experience can align—investing in CX often drives efficiency and long-term returns.
- Complaint handling is an underrated trust-builder; managed well, it can deepen loyalty and fuel continuous improvement.
- The next five years will bring advanced, personalised AI assistants, making customers more independent and CX more uniform.
Watch the full video for more.
ALSO READ: CX Dialogues: Simon Robinson, Author and CEO at Holonomics
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