ABN AMRO Unlocks New Capabilities Through Customer-Centricity. Ada Will Show How
Ada Will Show How.
10:30 - 11:00 Round 1: Breakout Sessions
In this session, Ada Jong demonstrates how ABN AMRO accelerated its journey toward true customer centricity by redesigning the organization (from product teams to customer & generic teams), professionalizing the operating model through standardization and automation (including an integrated campaign process and systematic optimization), and making customer centricity tangible through several real-life cases: Trust (consent & preferences), Relevance (customer-led decisioning), Experience (frictionless journeys), and Scale (intelligent personalization with AI).
Ada Jong – Head of Digital Sales & Engagement, ABN AMRO
Questions addressed in the session:
How do you keep customer centricity alive in a large, regulated organization?
Which organizational choices accelerate progress?
How do you organize collaboration and focus between teams?
How do you shift from product-driven campaigns to customer-led decisioning?
Which concrete AI applications deliver measurable results?
In this session, you'll learn about:
Organization: from product teams to customer and generic teams (scalable collaboration)
Operating model: integrated campaign and optimization engine. Introduction of a new integrated campaign process and systematic optimization/standardization supported by tooling.
Ada Jong leads the teams responsible for driving commercial growth through digital channels and supporting customers across the digital customer journey. Her work focuses on creating scalable, data‑driven and automated digital interactions that improve conversion and customer experience and deliver long‑term value.
