Customer Experience, Digital Product & Transformation in Regulated Sectors
In regulated organisations, CX rarely breaks inside channels. It breaks between them, where a decision made well in one place is undone in another, resulting in a single broken promise.
That is the problem I work on. I find where the decisions behind the experience stop working together, bring together the people who make them, and help them adopt the change, so that what the organisation decides is what its customers receive.
CX is not
experience design.
It is decision design.
Elena Marcelle
Experience in Context
12+
7
European markets
Years experience
Credentials
Recognitions
1.5M
Members served
Change Management Certification
Prosci
Top 50 Global CX Experts • Ranked #1 CX Strategist in Belgium by Favikon • Awesome Women to Follow in CX 2026
Law degree
UAM Madrid
EFAP Paris
Financial Services & Regulated Sectors • Product Ownership • CX • Change Management
MBA in Digital Marketing and Business
"Elena stands out for her ability to bring structure and clarity to complex and often ambiguous environments."
- Jean-François Donné, Business Technology Group Coordinator, Financial & Health Lines, Test Achats.
CX as Strategy
CX as Strategy examines how organisations make decisions when priorities compete, and what it takes to keep those decisions aligned with strategic intent as their consequences reach the customer.
Experience is the visible consequence of how an organisation decides.
Coherence is a structural advantage
Most organisations treat customer experience as a series of projects. But customers experience a system, shaped by how decisions are made and how competing priorities are resolved under constraint. In regulated environments, the gap between what was intended and what reaches the customer is where trust quietly thins.
Experience holds together by decision, not by accident.
Most organisations treat customer experience as a series of projects. But customers experience a system, shaped by how decisions are made and how competing priorities are resolved under constraints. In regulated environments, the gap between what was intended and what reaches the customer is where trust quietly thins.
The CUSTOMER™ System
After more than a decade working across digital, product and customer experience in complex organisations, I started noticing the same patterns repeating. Those observations became the CUSTOMER™ System.
A proprietary system that connects customer strategy to business decisions and operating model design, built on one principle:
the quality of an experience seldom exceeds the quality of the decisions behind it.
Is your customer experience governed or fragmented?
Experience breaks where decisions don't align. The CX Coherence Diagnostic™ shows where ownership, risk, governance and operational decisions create customer friction.
It measures one thing: Customer Experience Coherence, the organisation's ability to deliver the experience it intends to deliver, consistently and at scale.
A structured assessment built on the principles behind CX as Strategy, for leaders of customer experience, product and digital in complex and regulated organisations.