Why do customers choose one bank over another when the products and conditions seem almost identical?
Today, competition in the banking industry is no longer driven solely by financial products, interest rates, or digital capabilities. It is shaped by every interaction a customer has with a brand - from the very first impression to long-term trust and loyalty.
The Customer Experience Association Armenia (CXAA) and Amio Bank invite you to join the #CXAA_LIVE_SESSION, where we will explore how Customer Experience, behavioral psychology, and brand values work together to influence customer choice and build lasting relationships.
During this live discussion, real business experience will be combined with behavioral psychology insights to provide a deeper understanding of customer decision-making.
Discussion Topics
- Why Customer Experience has become a competitive advantage for banks
- The evolving expectations of today's customers
- Key touchpoints throughout the banking Customer Journey
- How leading banks measure Customer Experience
- The role of organizational culture in shaping customer experience
- Armenian and international business case studies
Who Should Attend?
This LIVE SESSION is designed for:
- Executives and professionals working in banks and financial institutions
- Customer Experience, Customer Success, and Customer Service professionals
- Marketing, Branding, and Communications teams
- Business Process and Digital Transformation professionals
- Product managers and customer-focused business leaders
- Anyone interested in understanding customer behavior and building customer-centric organizations
What You Will Gain
By joining the session, you will:
- Gain practical insights into how Customer Experience creates sustainable competitive advantage
- Understand the psychological factors that influence customer choice
- Learn how to improve customer journeys and optimize customer touchpoints
- Discover practical approaches to building a customer-centric culture
- Explore real Armenian and international business cases
- Exchange ideas and experiences with industry professionals
Speakers
Shushanik Ghaltakhchyan
President, Customer Experience Association Armenia (CXAA)
Ruzanna Antikyan
Head of Customer Experience, Amio Bank CJSC
With more than 10 years of experience in Customer Experience across Armenia's leading banks, Ruzanna leads CX strategy, customer-centric initiatives, and Voice of Customer programs that contribute to sustainable business growth.
Date: August 26, 2026
Time: 17:00 (AMT)
Format: Online
Participation is free, but advance registration is mandatory.