SKN | Migros Bank Appoints Head of Customer Relations & Experience

A New Leadership Role to Strengthen Customer Focus

Migros Bank is deepening its commitment to customer engagement and digital transformation with the appointment of Thomas Friedli as Head of the newly created Customer Relations & Experience unit. The position, effective at the start of 2026, will sit within the bank’s Products & Marketing division and focus on central sales management and improving user experience across distribution channels.

The creation of this new unit reflects the Swiss lender’s effort to modernize its retail banking strategy and strengthen ties with clients in an era of rising expectations for digital convenience and personalized service. As consumer behavior shifts rapidly—driven by mobile banking, digital payments, and evolving credit and deposit needs—banks like Migros are investing in experience-led leadership to remain competitive.

An Experienced Leader from Within

Friedli’s promotion is an internal appointment that underscores Migros Bank’s strategy of nurturing leadership talent from within. Since 2022, he has managed the bank’s retail operations in Northwestern Switzerland, building a strong record of performance and customer satisfaction.
Before joining Migros Bank in 2021, Friedli worked with Basellandschaftliche Kantonalbank and Credit Suisse, where he gained extensive experience in retail and relationship banking. His background positions him well to guide Migros Bank’s efforts to harmonize client experience across digital and in-person channels.

Focus on Sales, Experience, and Innovation

The new Customer Relations & Experience unit will oversee both central sales management and user experience initiatives at Migros Bank’s customer interfaces—spanning physical branches, digital platforms, and mobile services.
The aim is to ensure a seamless journey for clients, whether they are managing checking accounts, applying for loans or mortgages, or using the bank’s digital banking tools. As Swiss consumers increasingly expect real-time access and integrated service, Migros Bank’s move reflects a broader industry trend: combining traditional relationship banking with data-driven personalization and user-centric design.

Leadership Continuity in Northwestern Switzerland

Friedli’s successor as Regional Head of Retail Banking Northwestern Switzerland will be Benjamin Mick, who will assume the role in January 2026. Mick has been with Migros Bank since 2016, most recently serving as Head of the Basel market area. He brings a wealth of sales experience and a proven record in advising affluent private clients.
“Mick’s strong expertise in strategic and change management processes makes him ideally suited for his new responsibilities,” said Manuel Kunzelmann, CEO of Migros Bank.

Looking Ahead: Customer Experience as a Competitive Edge

Migros Bank’s leadership reshuffle highlights the growing importance of customer experience as a differentiator in retail banking. By focusing on integrated service delivery, transparent credit and deposit offerings, and a unified digital banking experience, the bank is aligning itself with the next wave of client expectations.

Closing Insight:
As the Swiss banking landscape continues to evolve amid digital transformation and regulatory change, Migros Bank’s focus on customer experience leadership may serve as a blueprint for others. In a sector where trust and convenience drive loyalty, placing client experience at the core of strategy isn’t just good service—it’s good business.

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