Ujjivan CMO: Banking’s fight now on reliability, not digital flash

India’s banking sector is shifting focus from digital interfaces to operational efficiency and service reliability as key differentiators, said Lakshman Velayutham, Chief Marketing Officer at Ujjivan Small Finance Bank.

Customer experience has become table stakes across banks and fintechs, he noted, but true competitive advantage lies in “Business Experience” (BX) — robust backend systems ensuring consistent service delivery.

BX rests on three pillars: employee enablement, compliance strength, and partner ecosystem efficiency.

Process automation can streamline lending workflows, while cybersecurity investments safeguard customer trust. Data-driven decisions will prove vital for serving MSMEs and first-time borrowers. “In banking, reliability trumps flashy innovation. Institutions with secure, efficient, and resilient backends will lead the sector,” Velayutham said.