Emma has been working in the Customer Insight team at NatWest for almost 6 years having spent 14 years prior to that working with market research agencies including GfK and Populus, working across a number of industries. At NatWest, Emma has worked with both the Retail and Wealth franchises and her main role is to understand what customers are thinking, feeling and doing. She then shares that actionable insight back to the business so they can consider the voice of the customer in every decision, to ensure customer-driven CX improvements.