The #1 CX Forum in Australia
Experience the Most Valuable Gathering Across The
Entire Customer Experience Ecosystem
August 5-6, 2026
| The Atrium, Flemington Racecourse, Melbourne
Alena Jang Croucher
Head of Customer Lifecycle Management HSBC Bank
I am a passionate leader who loves driving customer transformation by connecting strategy, insights and customer solutions to drive commercial growth, sales and revenue outcomes. I love solving business problems and connecting the dots to deliver strong customer outcomes and growth. I manage digital commercialisation, mobile adoption and mobile engagement across Asia.
The Customer Show - Agenda Day 2
1:50 PM Case Study: Redesigning Mobile Customer Journeys: Driving Onboarding, Retention and Customer Value
This session focuses on how mobile has been repositioned from a service channel into a commercially accountable growth engine, with a practical lens on execution and measurable impact.
We'll cover:
• Repositioning mobile from a service channel to a commercially accountable growth engine
• Redesigning onboarding and early-life journeys to improve conversion and retention -including driving mobile activation rates for new customers at month one on book and improving account activation through smarter onboarding design
• Embedding decisioning and personalisation into mobile customer journeys to drive 30-day active engagement and sustained account usage
• Aligning product, CX and data teams around shared commercial outcomes tied to real behavioural metrics
• Measuring impact across acquisition cost, retention and lifetime value
• Moving from app optimisation to true commercialisation through operational and organisational change
Check out the incredible speaker line-up to see who will be joining Alena.
Download The Latest Agenda
