Catherine Richards said one way Tesco Bank builds a CX culture is through positive disruption.
“And what I mean by that is, as leaders, you need to know when to make a call to positively disrupt how you're working,” said Richards, who is head of design at Tesco Bank. 
An example was introducing Customer Wednesdays, a day dedicated in the week to spending time with the bank’s customers. They started that four years ago, bringing in customers to get feedback early in the design process. That’s continued during the pandemic, just that now they get that feedback remotely. 
“When you tell a story about a customer that you've seen, or you've spent time with, there's just something about that, that people remember. They remember the customer stories,” Richards said.    
In her conversation with Janelle Estes, Chief Insights Officer at UserTesting, Richards goes on to discuss:

What is the role of leadership in driving customer-centric design and experiences

What metrics or KPIs does her team directly or indirectly influence

How has the financial services/bank customer experience evolved over the course of your career?