Invisible Interfaces, Visible Impact:
Measuring Brand & CX When AI Owns the Outcome

When AI decisions are the only experience, fairness and trust become your brand.

September 11, 2025
2:00 pm ET (45 minutes)

Overview

Banks today face an increasingly complex landscape-navigating economic fluctuations, shifting interest rates, regulatory pressures, and rising competition from fintechs and non-bank financial entities. To combat this, the strongest defense isn’t just better products, it’s also a superior customer experience. Just like medieval castles relied on moats for protection and drawbridges for controlled access, banks must fortify their position with customer loyalty while creating pathways for innovation and growth.

In this webinar, you’ll join Phase 5’s CX and innovation experts Andreas Noe and Steve Hansen, to learn how to build a customer-centric innovation and experience strategy to create a competitive edge, retain customers, and drive sustainable growth that will secure your bank’s future and keep competitors at bay.

What You’ll Learn:

  • How real product innovations are built on deep customer insights 
  • Why understanding customer journeys and jobs-to-be-done is critical for success 
  • How superior product and service experiences drive long-term customer relationships 
  • Strategies for leveraging customer experience as a moat against competitive threats

Who Should Attend?
Banking decision-makers in strategy, product, marketing, customer experience, and insights functions looking to strengthen their innovation and customer experience strategies. 

Date: May 8, 2025
Time: 2pm ET
Duration: 45 minutes
Speakers: Andreas Noe, Phase 5 CX Practice Lead; Steve Hansen, Phase 5 Innovation Practice Lead
Host: Stephan Sigaud, Phase 5 CMO

Reserve Your Spot Now

AI is transforming customer experience – not just by making interfaces smarter, but by making them disappear. Increasingly, the only touchpoint customers see is the outcome: a price, a recommendation, an approval, or a denial.

In this outcome-only world, customers judge brands less on the smoothness of the journey and more on the fairness, clarity, and legitimacy of the decision. Traditional UX and CX metrics fall short – they don’t capture the emotional, trust-based responses that invisible interfaces create.

This webinar will show you how to adapt measurement strategies for a future where AI makes the decisions, and outcomes are the experience.

What You’ll Learn

By the end of this 45-minute session, you’ll be able to:

  • Diagnose brand and CX risks when the interface disappears and outcomes become the primary touchpoint.
  • Redesign measurement programs to include outcome-level metrics like fairness, decision clarity, brand alignment, and recourse confidence.
  • Integrate these new metrics into trackers and journey maps to spot trust erosion before it shows up in churn or complaints.
  • Link insights to governance so AI-driven outcomes remain on-brand, aligned with purpose, and defensible.

Why Attend?

This is a must-attend session for brand, CX, and insights leaders navigating AI-driven change. Drawing on real-world examples across banking, retail, and healthcare, you’ll leave with a practical framework to protect brand equity and strengthen customer relationships in an era where AI is the invisible interface.

Speaker

Arnie Guha, Ph.D.

is a Partner and Head of the User Experience Strategy and Design practice at Phase 5.

This is an exclusive preview of our upcoming session at TMRE in October.  

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Speaker Bios:  

Steve Hansen, Partner, Innovation Practice 

Steve Hansen is a partner and the head of the Innovation practice who leads the firm’s US office in Minneapolis. Steve enjoys taking a “Zen mind, beginner’s mind” approach to innovation, especially when it has the potential to disrupt a market ecosystem. With almost 2 decades of experience in client-side marketing strategy, market research, and product management, Steve brings a client’s mindset and drive for actionable results to each project. He has extensive experience in capturing the view “from the outside” with a special focus on product and service innovation.  

Andreas Noe, Partner, Customer Experience Practice

Andreas Noe is a founding partner of Phase 5 and the head of the Customer Experience Practice. He has developed particular expertise in CX strategy, metrics and performance measurement, VOC and Customer Experience studies. Andreas brings deep knowledge of research methods and first-hand insight into understanding and managing customer outcomes. He has led professional associations as a board member and president and is a former marketing lecturer at the University of Ottawa.

Learn more about Phase 5 on our website.