Customer Experience, Product & Digital Strategy in Financial Services & Regulated Sectors
I have led Customer Experience, product and digital strategy across regulated, multi-market European environments. I align the decisions behind the experience, spanning product, operations, risk and compliance, so experience holds together by decision, not by accident.
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 for the customer.
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
Professional Diploma in CX
CX Academy
Top 50 Global CX Experts • Favikon Top 5 CX Belgium • Awesome Women to Follow in CX 2026
Law degree
UAM Madrid
MBA in Digital Marketing and Business
EFAP Paris
Financial Services & Regulated Sectors • Product Ownership • Customer Experience • Journey Ownership
"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.
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.
CX as Strategy
CX as a capital allocation lens • CX as a risk and governance mechanism • CX as an operating model input
Customer Experience becomes strategic when customer impact is embedded in the organisation's decision architecture, influencing capital allocation, risk logic and operating model design.
Experience is the visible consequence of how an organisation decides.
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.