CoE Lead – Experience & Trust

The CoE Lead – Experience & Trust is accountable for leading the Customer Experience & Trust Centre of Expertise for Private Individuals Netherlands. The role establishes a cross-domain capability that strengthens central steering on customer experience and customer trust across PI NL.

Operating at the intersection of customer experience, experience design across all PI journeys, digital journeys, first-line risk and business control, this role ensures that ING delivers consistent, high-quality and trusted customer experiences across journeys, channels and tribes. It enables PI NL to move from fragmented, tribe-level execution towards a centrally steered, data-driven and impact-based model for experience, trust and first-line risk management.

The team

You will lead the Customer Experience & Trust Centre of Expertise within Private Individuals Netherlands and report to the Head of Private Individuals NL.

The Centre of Expertise operates across tribes, functions and governance bodies within PI NL and plays a key role in strengthening customer experience, customer trust, experience design, risk management and business control. The team brings together expertise, standards, insights and critical capabilities to enable consistent execution, drive efficiencies and improve customer and business outcomes across the organization.

Roles and responsibilities

As CoE Lead – Experience & Trust, you define and drive the PI-wide strategy for customer experience, customer trust and business development, translating strategic ambition into a prioritized improvement agenda, PI-wide reporting and measurable outcomes.

• Define and own the PI-wide customer experience, trust and business development strategy, translating strategic priorities into a clear improvement agenda, PI-wide reporting and measurable outcomes.
• Establish central steering on experience design and quality across all PI journeys, including UX/design standards, validation frameworks, NPS, benchmarking and performance transparency.
• Drive PI-wide alignment on customer trust and first-line risk steering by standardizing risk frameworks across tribes, harmonizing SBO standards and control execution, and creating structured risk insights.
• Create efficiencies on risk and trust journeys, including GDPR-related journeys, by simplifying standards, removing duplication and enabling consistent execution across tribes.
• Lead the transition towards a centrally steered, data-driven and impact-based model for CX, Trust and first-line risk management across tribes.
• Enable tribes with expertise, standards, communities and critical CoE resources in CX, UX research, design and trust, enabling tribes to manage first-line risks effectively and ensuring capability development and strong adoption across the organization.
• Prioritize and allocate critical CoE resources to tribes based on PI-wide priorities, risk exposure, customer impact and delivery capacity.
• Build and lead a high-performing CoE organization, creating clarity on priorities, ownership and execution while fostering continuous development and collaboration.
• Act as senior counterpart towards PI MT, Tribe Leads, Risk, Audit and external stakeholders, influencing decisions and ensuring alignment on priorities and outcomes.
• Embed data-driven decision-making through PI-wide reporting, performance insights, customer feedback and risk indicators to drive continuous improvement in experience quality, NPS, business impact and trust.

Success factors

We hire smart people like you for your potential. Our biggest expectation is that you remain curious. Keep learning. Take on responsibility. In return, we will support you in becoming an even better version of yourself.

To be successful in this role, you bring:

• Extensive leadership experience in customer experience, experience design across end-to-end customer journeys, transformation, digital channels, UX/design, risk and control, or business management in complex financial services environments.
• A proven track record in leading multidisciplinary teams and driving cross-domain transformation and standardization.
• Strong understanding of customer journeys, UX/design principles, digital ecosystems, experience performance management and NPS-driven improvement.
• Deep understanding of first-line risk management, control frameworks, regulatory expectations and the standardization of risk practices across tribes in a banking environment.
• Strong strategic and commercial orientation, with the ability to connect customer experience, trust, business development and PI-wide reporting to measurable customer and business outcomes.
• Excellent stakeholder management and influencing skills at senior leadership level across business, risk and enabling functions.
• Strong ability to create alignment across multiple tribes, functions and governance bodies.
• Experience in driving data-driven decision making through performance insights, customer feedback and risk indicators.
• An outcome-driven leadership style, combining strategic direction, resource prioritization, execution discipline and organizational impact.
• A passion for continuous improvement, capability development and fostering collaboration across large organizations.

Rewards and benefits

At ING, we invest in our people because we know that sustainable success starts with talented and engaged colleagues.

As CoE Lead – Experience & Trust, you will have the opportunity to make a significant impact on the customer experience and trust agenda for Private Individuals Netherlands while working in a collaborative, agile and purpose-driven environment.

In addition, we offer:

• A challenging strategic leadership position with organization-wide impact.
• Opportunities for professional growth, leadership development and continuous learning.
• Access to an extensive internal and external professional network.
• A hybrid way of working that supports flexibility and collaboration.
• A diverse, inclusive and international working environment.
• Competitive employment conditions and a comprehensive benefits package.

Find out more about our employment conditions

About us

At ING, we aim to empower people to stay a step ahead in life and in business. We do this by putting our customers at the center of everything we do, while embracing innovation, collaboration and continuous improvement.

Together, we create customer experiences that are simple, personal and relevant, helping millions of customers achieve their financial goals.

Discover what we do and what we can offer you

Questions
If you have questions about the role or the recruitment process, please contact the recruiter responsible for this vacancy.

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