Redefining CX in finance: the human factor

In a world of APIs, AI, and automation, it’s easy to forget that real transformation starts with real people. In this episode of The Experience Edge, Steve Smart, Regional Digital & CX Manager at DLL, pulls back the curtain on what it really takes to deliver human-centered experiences in one of the world’s most rigid industries—finance.

Steve doesn’t just talk about improving CX—he lives it, breathes it, and challenges traditional thinking to reshape it from the inside out. From designing fewer entry points to embedding empathy across departments, this conversation goes far beyond surface-level strategies.

Why You Should Tune In:

• Journey Management with Purpose [04:22]

  Learn how DLL breaks down complex customer journeys into just a few impactful interactions—without losing the nuance of diverse customer needs.

• Breaking Silos with Strategy [12:26]

  Hear how Steve aligns OKRs, digital goals, and customer expectations into one unified roadmap. Spoiler: it involves a healthy dose of humility and a lot of cross-functional trust.

• The Battle Between Frictionless & Human [09:36]

  Is removing friction always the answer? Or is there value in human imperfection? Steve shares the surprising benefits of “positive friction.”

• The Empathy Metric Conundrum [31:30]

  Can empathy be measured? Maybe not. But Steve reveals how it’s embedded into hiring, onboarding, and even meeting room symbolism (hello, red chair ).

• The Power of One Roadmap [28:57]

  Discover why DLL ditched siloed initiatives in favor of one shared CX vision—and how it’s driving real transformation across teams and tech stacks.

• AI’s Role in the Future of CX [46:04]

  How DLL is using AI today, and why Steve believes it will never replace human connection—but it will make our work smarter.

This episode is a goldmine of practical ideas, strategic frameworks, and memorable stories (you won’t forget the Disneyland and HVAC examples—trust us). Whether you’re a CX leader, product owner, or just someone trying to turn empathy into action, this one’s for you.

Get immersed in the full episode:
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