Why CX Alone Won’t Save Financial Brands in 2026
For years, financial institutions invested heavily in customer experience (CX) to build trust and loyalty. But in 2026, CX alone is no longer a competitive advantage, it’s a baseline expectation.
At the same time, industry pressures like margin compression, rising fraud attempts, and increasing regulatory scrutiny are forcing BFSI brands to rethink the entire customer journey. Disconnected CX efforts won’t address these risks, and they certainly won’t unlock growth.
Welcome to the age of Total Experience (TX), where CX, EX (Employee Experience), UX (User Experience), and DX (Digital Experience) must converge into a single strategy for performance, trust, and transformation.
Siloed Experience Is Business Risk
The warning signs are clear:
- 82% of customers say they’d leave a financial brand after one poor experience. (Source: Salesforce, 2025 State of the Connected Customer)
- 64% of banking executives rank CX as a top priority, yet only 30% believe they’re delivering it well. (Source: PwC Financial Services Survey 2025)
- Disconnected internal systems lead to slow responses, missed opportunities, and increased regulatory risk. Especially in moments like loan onboarding delays, unresolved claims, or compliance reporting gaps.
The result? Customers get frustrated. Employees get overwhelmed. And transformation stalls before it starts.
Total Experience (TX): The New Standard in BFSI
Total Experience isn’t just a buzzword, it’s an operational model. It brings CX, EX, and digital capabilities together under one transformation lens.
Here’s what that looks like in the real world of banking and insurance:
- Deliver consistent, secure, and real-time service across loan servicing, claims, account management, and underwriting
- Empower agents and advisors with connected customer insights to reduce handle times and increase resolution
- Reduce regulatory and reputational risk by eliminating process gaps in onboarding, KYC, or dispute handling
- Use data to predict behaviors, personalize offers, and resolve issues before they escalate
- Improve audit and compliance reporting with unified visibility across customer, employee, and system interactions
Atento’s Business Transformation Outsourcing (BTO) model helps BFSI brands execute TX strategies across regions, combining CX consulting, AI, automation, and frontline delivery to create measurable outcomes.
What Leading BFSI Brands Are Doing Differently
They are scaling transformation across four key areas:
- Data Unification: They connect Voice of the Customer, Quality Assurance, and sentiment analytics through platforms like to create a single source of truth.
- Conversational AI + Human Assist: They deploy AI alongside augmented agents for seamless support across channels
- Operational Alignment: by reducing agent burden, eliminating rework, and increasing first-contact resolution.
- Insight-led operations: They move from reactive service models to predictive decision-making, anticipating risk, churn and demand before they escalate.
The result shows higher NPS, faster resolution, and improved retention.
“Too often, CX is treated as a front-end issue when the real transformation happens at the core. What we’re seeing with our BFSI clients is that success comes when we connect data, teams, and technology across the entire experience ecosystem. That’s what Total Experience means in practice, and it’s what Atento delivers globally with real operational discipline.”
Chris Condon, General Manager, U.S. Nearshore Region – Atento
From BPO to BTO: Time to Rethink Outsourcing
The idea that outsourcing is just about cost efficiency is outdated.
Atento’s BTO approach focuses on accountability, transformation, and results, combining technology, analytics, and experienced teams into a single delivery framework.
Our BFSI clients around the world trust us to:
- Enhance experience outcomes without increasing risk
- Deliver consistent service across regions and channels
- Ensure compliance and security (backed by HITRUST and industry certifications)
- Accelerate change while maintaining operational control
This isn’t transactional outsourcing. This is transformation-as-a-service.
Experience Is the New Infrastructure
For BFSI brands, every interaction is a transaction of trust.
To protect that trust — and grow it — you need more than CX.
You need an integrated, insight-driven, experience-led transformation strategy.
You need Total Experience (TX).
Ready to take the next step?
Let’s connect and explore how Atento’s BTO model and Total Experience approach can help you deliver smarter, more secure, and truly connected customer journeys.
