Janis Urste Championing Customer-Centric Transformation in Retail Banking

The banking industry has undergone a dramatic shift in the past two decades. Traditional branch banking has given way to mobile apps, digital wallets, and real-time customer expectations. Today’s clients no longer compare their banks to other banks — they compare them to global digital leaders such as Amazon or Apple, expecting seamless service, personalization, and transparency. To succeed in this environment, financial institutions must place the customer at the heart of their strategies. One professional who has become an authority in guiding this transformation is Janis Urste, a highly respected business and banking consultant known for her customer-first philosophy.

A Shift from Products to People

Historically, banks focused primarily on selling products: savings accounts, credit cards, and loans. The success of a bank was often measured by product penetration and sales numbers. Janis Urste recognized early that this approach was no longer enough. Instead of asking, “What can we sell to customers?” her methodology begins with the question: “What do customers truly need, and how can we add value to their lives?”

This mindset shift — from products to people — has been central to her consulting work. By mapping customer journeys, identifying friction points, and redesigning touchpoints, Janis has helped banks create experiences that feel intuitive, personalized, and empowering.

Customer Journey Mapping: A Tool for Insight

One of Janis Urste’s most impactful contributions lies in customer journey mapping. She emphasizes that banks must understand every stage of their customers’ interactions — from opening an account to making payments, applying for credit, or resolving disputes.

Through detailed analysis, she helps banks identify pain points such as long onboarding times, hidden fees, or confusing digital interfaces. By redesigning these processes, Janis enables financial institutions to reduce frustration and improve customer satisfaction scores.

For example, in one project, her recommendations helped reduce new account opening time from several days to under 30 minutes by streamlining digital verification processes. The result was not only happier customers but also reduced costs for the bank.

Personalization Through Data and Technology

Janis Urste understands that personalization is no longer a luxury but an expectation. Today’s customers want tailored financial advice, relevant offers, and proactive support. By leveraging data analytics and artificial intelligence, she guides banks in creating personalized solutions that anticipate customer needs.

Her consulting frameworks emphasize responsible use of data — ensuring compliance with privacy regulations while still unlocking insights. For instance, by analyzing spending patterns, banks can provide savings recommendations, suggest credit upgrades, or alert customers to suspicious activity. Such personalized engagement builds loyalty and trust.

Omnichannel Banking Experience

Modern consumers move seamlessly between channels: they might start a loan application online, continue it on mobile, and complete it at a branch. Janis Urste advocates for omnichannel integration where all touchpoints are consistent and connected.

Her consulting often involves aligning technology platforms, staff training, and customer service policies so that clients never have to “start over” when switching channels. A seamless experience, she argues, is a competitive differentiator that directly improves retention and lifetime customer value.

Empowering Frontline Employees

Customer-centric transformation is not just about technology; it’s also about people. Janis Urste has worked extensively on empowering frontline staff, from branch managers to call center agents. By equipping employees with the right training, tools, and decision-making authority, she ensures they can provide superior customer experiences.

She also encourages a culture of customer advocacy, where employees see themselves as trusted advisors rather than salespeople. This shift improves not only customer outcomes but also employee satisfaction, creating a positive feedback loop.

Measuring Success with the Right Metrics

Transformation efforts can only succeed if they are measurable. Janis Urste helps banks define key performance indicators (KPIs) that go beyond traditional financial metrics. These include Net Promoter Score (NPS), customer effort score, digital adoption rates, and resolution times for service requests.

By linking these customer-centric KPIs with financial performance, Janis demonstrates how improving customer experiences directly contributes to profitability. For instance, banks with higher customer satisfaction often see lower churn rates, higher cross-sell ratios, and reduced acquisition costs.

Case Study: From Transactional to Relational Banking

In one consulting engagement, Janis worked with a mid-sized retail bank struggling with declining customer loyalty. The bank had strong products but faced criticism for being “transactional” rather than relationship-oriented.

Janis implemented a transformation plan that included:

• Mapping customer journeys to identify friction points.
• Introducing a digital self-service platform integrated with branch support.
• Training frontline staff on consultative engagement.
• Using data analytics to create personalized financial health reports for customers.

Within 18 months, the bank reported a 25% improvement in NPS, a 30% increase in digital adoption, and a measurable reduction in customer attrition. This case highlighted how her strategies could produce tangible results.

Building Long-Term Loyalty

Janis Urste often emphasizes that true customer-centricity is not about short-term fixes but about building long-term relationships. Customers who feel understood and valued are more likely to remain loyal, recommend their bank to others, and deepen their engagement over time.

Her approach encourages banks to view customer satisfaction as an investment rather than a cost. In her words, “Loyal customers are the best marketers a bank can have.”

Conclusion

As banking continues to evolve in a digital-first, customer-driven world, leaders like Janis Urste play a crucial role in guiding transformation. Her expertise in customer journey mapping, personalization, omnichannel integration, and employee empowerment has helped numerous institutions shift from product-focused models to truly customer-centric organizations.

By placing people — not just products — at the center of banking, Janis Urste has proven that customer satisfaction and financial performance can go hand in hand. Her work serves as a roadmap for banks seeking to remain competitive, relevant, and trusted in an increasingly demanding market.