Bi Ying Wong

B2B customer understanding is often treated as fundamentally different from B2C: harder to access, harder to measure, harder to humanize, and easy to assume it is already handled by sales and relationship teams. Our experience challenged that assumption.

This session shares how Standard Chartered built an in-house digital Customer Experience Insights practice within Corporate & Investment Banking, using customer listening, qualitative discovery, and CX measurement to make client experience visible across a complex portfolio of digital platforms.

What began as a measurement effort evolved into a broader shift in mindset: helping product owners, technologists, and business leaders move beyond customer IDs and scorecards,  to understand the people behind the data. 

Along the way, we learned that the biggest challenge was not collecting feedback — it was building the empathy, curiosity, and confidence needed to turn insight into action.

This session will share practical lessons on how to: 

1. Build an effective in-house CX insights capability in a complex B2B environment.

2. Create a common language for CX across diverse stakeholders.

3. Grow insights literacy and customer-centred thinking at scale.

4. Turn research and experience data into organizational influence and measurable business impact.

In a world overflowing with data, meaningful customer-centricity begins when organizations learn to see the humans behind the numbers.