Piraeus Bank Ukraine is taking strategic steps to improve the quality of customer experience, demonstrating a thoughtful approach to long-term client loyalty. In partnership with the service design agency Lanka.CX, the bank has launched a transformation process to create a service model that meets clients’ real needs and fosters loyalty.

The first step was training teams in service-oriented thinking, building a culture where every team member understands their role in creating a positive customer experience. At the same time, service design sprints were launched to quickly transform key processes and lay the foundation for systematic customer experience management.

Teams began by analyzing the current customer experience and mapping detailed client journeys, from the first contact to post-sale support. Special attention was given to documenting each step of the customer journey, identifying decision points, and uncovering barriers and opportunities for improvement.

In-depth interviews with clients are currently being conducted to reveal hidden needs and expectations. The insights gathered will form the basis for prototypes of new services, which will be tested in focus groups to validate hypotheses and adapt solutions to real client needs.

Service design allows the bank to uncover hidden needs and develop offerings that truly resonate with clients. “Clients don’t buy what is being sold to them, they buy what fits their context” — this idea underpins Piraeus Bank’s approach.

“Our goal is not just to improve individual processes, but to build a holistic customer experience management system. Service design provides us with tools to better understand the context of our clients’ lives and create solutions that meet their real needs. This is a strategic investment in the future of our bank,” said Mykhailo Serhiienko, Director of Product Development and Digital Banking at Piraeus Bank.

This approach allows Piraeus Bank Ukraine not only to respond to clients’ needs today but also to anticipate their expectations in the future, ensuring a high level of service and long-term loyalty. Every stage of the transformation, from team training to testing new services, is aimed at making interactions with the bank as convenient, clear, and effective as possible for clients.