Distinguished for embedding customer insight at the core of its operational strategy in 2025, ptsb secured the Best Use of Customer Feedback and Insights to Improve CX award at the Irish CX Impact Awards 2025, celebrated for a structured and evidence-backed programme that translated real customer intelligence into measurable business outcomes.

The bank's CX Strategy Programme operates through a layered set of initiatives designed to make customer-centricity a permanent organisational discipline rather than a periodic exercise. The CX Continuous Improvement Forum provides a structured mechanism for reviewing feedback and actioning change, while CX Masterclasses build capability and embed customer-first thinking across teams at every level. Together, these initiatives create a self-reinforcing culture where customer insight directly informs decision-making, and where the results of that approach are consistently tracked and demonstrated.

Judges were struck by the programme's ambition and the quality of its supporting evidence. "This entrant captivated the judges with their dynamic approach to customer experience. The CX Strategy Programme demonstrates a bold commitment to embedding customer-centricity at every level of the organisation. Backed by compelling evidence and impressive results, they've proven that putting customers at the heart of everything leads to transformative business impact," the judging panel said.

ptsb's recognition reflects the high bar set by the Irish CX Impact Awards, where winners are distinguished not only by ambition but by their ability to demonstrate that customer feedback programmes produce real, repeatable, and organisation-wide change.

As the 2026 awards cycle takes shape, the challenge for Ireland's financial services and wider CX community is clear: who will build on this standard and show that customer insight can drive even deeper transformation across every layer of the business?

Visit the official awards website to explore past winners, review award categories, and subscribe to the newsletter for updates and insights into Ireland's customer experience landscape.