
Why Executing Strategy Starts With Understanding Consumers
What if the future of financial services is less about choosing between human and digital, and more about understanding when customers value each? In this episode, I’m joined by Andy Deeks, Chief Executive of Leek Building Society, for a wide-ranging conversation about strategy, behavioural science, leadership and the way people actually make decisions. Andy reflects on a career that has taken him from working through the collapse of Lehman Brothers to leading a 160-year-old mutual organisation. Along the way, we explore why there is rarely one “right” strategy, why organisations need to understand what they are genuinely good at, and why simply following the direction of the market can be too simplistic. A major theme of the conversation is consumer behaviour. We discuss why people can be perfectly happy using digital channels for some transactions, while still wanting reassurance, trust and human interaction for others. What You’ll Discover - Why different strategies can succeed in the same market - How behavioural science can shape leadership and decision-making - The difference between a transaction and an experience - Why consumers should not simply be labelled as “digital” or “traditional” - Where human interaction may continue to matter in financial services - How AI could support, rather than simply replace, the human experience Ultimately, the conversation explores how strategy, technology and human behaviour come together, and why understanding the customer may be more important than trying to predict a single version of the future. Leadership Perspectives in Financial Services is brought to you by Oxley Churchill and is produced by Urban Podcasts .







