Axis Bank is one of India’s leading private sector banks, known for its nationwide presence across retail, SME, and corporate banking and its steady push on digital-first services. In a competitive market where customer trust and seamless experiences differentiate winners, Axis Bank places customer-centricity at the core of its strategy.
The Customer Obsession (Sparsh) Program embodies this focus by systematically improving customer journeys, elevating service standards, and building memorable “wow” moments. By uniting cross-functional teams and agile ways of working, the program turns insights into tangible improvements across branches and key business segments.
This comprehensive guide provides essential insights into the Customer Obsession (Sparsh) Program at Axis Bank, covering required skills, responsibilities, interview questions, and preparation strategies to help aspiring candidates succeed.
1. About the Customer Obsession (Sparsh) Program
The Customer Obsession (Sparsh) Program is Axis Bank’s enterprise initiative to embed customer excellence into everyday execution. Operating through agile squads within specific functions-such as branches, Burgundy (wealth management), CBG (Commercial Banking Group), and Quick Wins squads-the role drives end-to-end thinking on customer journeys. Professionals in this program collaborate with BIU teams on portfolio performance and customer experience metrics, conduct competitive analyses to inform design of new CX initiatives, and coordinate with stakeholders across Marketing, Compliance, Operations, IT, and external partners to deliver timely outcomes.
Positioned at the intersection of strategy, analytics, and delivery, the role ensures measurable improvements across planned sub-projects while maintaining transparent governance through squad charters and trackers. It is critical to Axis Bank’s ambition of being distinct in customer excellence, translating customer insights into rapid, high-quality execution. With direct engagement with senior stakeholders and cross-functional leaders, the role has high visibility and impact, enabling the bank to continuously identify and scale “wow” moments throughout the customer lifecycle.
2. Required Skills and Qualifications
To excel in this role, candidates need a strong blend of strategic problem-solving, agile execution, data fluency, and stakeholder management. The program values professionals who can navigate ambiguity, communicate clearly with senior leadership, and collaborate with data teams to measure customer impact.
Educational Qualifications
- MBA from a reputed institute (mandatory)
- 3+ years of experience in Strategy team, consulting, or executing cross-functional projects
Key Competencies
- Agile Project Management: Experience in agile methodologies, conducting daily agile discussions, maintaining squad charter, and managing trackers/backlogs
- Stakeholder Management & Communication: Efficient and confident communicator able to engage senior management and manage dependencies across multiple stakeholders
- Problem-Solving & Troubleshooting: Exceptional troubleshooting skills with ability to thrive in high-expectation scenarios and deal with ambiguity
- Cross-Functional Collaboration: Ability to work with diverse partners including CXT team, Marketing, Compliance, Ops, DBAT, BSG, IT, Business and external vendors
- Strategic Initiative Execution: Experience in conceptualizing and executing CX initiatives from cultural, behavioral, and mindset shift perspectives
Technical Skills
- Competitive Analysis: Skill in conducting extensive competitive analysis to inform new CX initiative designs
- Data Analytics Collaboration: Experience working with BIU and data analysts to assess portfolio performance, customer experience, and report on initiative impact
- Program Management: Ability to run customer obsession programs end-to-end, ensuring timely delivery across planned sub-projects
- Performance Tracking: Proficiency in managing dependencies and communicating plans, issues, and results proactively to stakeholders
- Customer Experience Management: Expertise in identifying "Wow" moments in customer journeys and driving customer excellence initiatives
3. Day-to-Day Responsibilities
The role blends agile execution with data-driven decision-making and cross-functional coordination. Below are typical activities aligned to the program’s objectives and ways of working.
- Customer Experience Initiative Execution: Participate in agile cross-functional squads to conceptualize and execute CX initiatives focusing on cultural, behavioral, and mindset shifts
- Agile Program Management: Conduct daily agile discussions, maintain squad charter, manage trackers/backlogs, and resolve bottlenecks and troubleshooting issues
- Competitive Analysis: Perform extensive competitive analysis to inform and design new customer experience initiatives
- Data Analysis & Reporting: Collaborate with BIU teams to assess and report on current portfolio performance, customer experience metrics, and initiative outcomes
- Stakeholder Communication: Proactively manage dependencies and communicate plans, issues, and results to senior stakeholders regularly
- Cross-Functional Collaboration: Partner with various internal teams including CXT, Marketing, Compliance, Operations, IT, Business units, and external vendors
- Program Leadership: Drive the Customer Obsession program for respective functions, ensuring end-to-end thinking, innovation, and timely delivery of sub-projects
4. Key Competencies for Success
Beyond baseline qualifications, success in this role depends on translating insights into measurable CX outcomes while orchestrating multiple teams under time-bound goals.
- End-to-End Journey Ownership: Ability to connect discovery, design, delivery, and measurement so initiatives create sustained customer value.
- Data-Led Prioritization: Distilling BIU insights and customer feedback into a clear prioritization framework that balances impact and feasibility.
- Influence Without Authority: Driving alignment across functions and external partners by communicating crisp narratives and trade-offs.
- Execution Agility: Rapid testing, iteration, and governance through charters/trackers to meet timelines without compromising quality.
- Risk and Compliance Awareness: Anticipating regulatory and operational considerations by engaging Compliance and Operations early in the design cycle.
5. Common Interview Questions
This section provides a selection of common interview questions to help candidates prepare effectively for their Customer Obsession (Sparsh) Program interview at Axis Bank.
Show clarity on your career narrative and how it aligns with customer-centric transformation and agile delivery.
Define it through behaviors: deep customer empathy, data-informed decisions, and iterative improvements to journeys.
Explain how you framed the problem, set hypotheses, prioritized, and achieved results under uncertainty.
Highlight storytelling with data, stakeholder mapping, and pre-alignment to secure decisions.
Discuss backlog prioritization, trade-off matrices, and transparent governance via charters and trackers.
Demonstrate ownership, root-cause analysis, and how learnings improved future execution.
Connect goals to CX metrics, set clear success criteria, and review customer feedback loops regularly.
Emphasize learning velocity, collaboration, and iterative value delivery.
Explain concise updates, risk-based view, and actionable next steps with supporting data.
Talk about retrospectives, experiment logs, and recognizing quick wins to sustain momentum.
Prepare 2–3 STAR stories covering ambiguity, stakeholder influence, and measurable CX impact.
Discuss outcome metrics (NPS/CSAT/effort), operational KPIs (TAT, FTR), and adoption/conversion.
Outline scope, feature mapping, service standards, and translating gaps into design requirements.
Align on metrics, cohort definitions, baselines, and pre/post analysis with clear attribution.
Use impact vs. effort frameworks, risk assessment, and dependency mapping across functions.
Reference early engagement with Compliance/Operations, consent/ KYC requirements, and auditability.
Address frictionless flows while maintaining authentication, authorization, and data privacy controls.
Problem statement, KPIs, scope, timelines, owners, risks, dependencies, and review cadence.
Use behavioral metrics (drop-off reduction, repeat usage), qualitative feedback, and effort scores.
Plan for multilingual content, clear instructions, assisted channels, and inclusivity testing.
Discuss regulatory, operational, technical, and vendor risks with controls, pilots, and phased rollouts.
Tie every technical answer to measurable outcomes and governance elements (charters, trackers, KPIs).
Define the problem with data and customer feedback; map the sub-steps and quantify friction.
Re-sequence backlog, explore no/low-tech alternatives, and escalate dependency early.
Pause release, run a focused risk review, adjust scope, and communicate revised timelines.
Drill into journey-level metrics, call drivers, handle time, and friction points by segment.
Clarify business objective, model trade-offs, propose a north-star metric with secondary KPIs.
Trigger contractual checkpoints, parallelize tasks, and create contingency paths for critical work.
Run a controlled pilot with defined cohorts, success criteria, and instrumented measurement.
Initiate war-room triage, analyze themes, rollback if needed, and publish corrective roadmap.
RACI within the charter, explicit owners for deliverables, and fortnightly governance reviews.
Time-box data collection, use leading indicators, pilot small, and plan for post-launch iteration.
Use the STAR framework and quantify outcomes (TAT, FTR, drop-off, adoption) wherever possible.
Connect scope, stakeholders, your role, and measurable CX/business outcomes.
Detail baseline, intervention, KPIs, and post-implementation learnings.
Explain how it clarified goals, roles, risks, and cadence.
Share how you co-defined metrics, built reports, and drove decisions.
Discuss conflict resolution, escalation paths, and compromises grounded in data.
Highlight speed, low effort, and clear customer impact.
Map problem-structuring, prioritization, and execution rigor to CX outcomes.
Clarify selection criteria, SLAs, milestones, and quality controls.
Align your strengths to customer profile, complexity, and impact horizon.
Connect Axis Bank’s customer excellence focus with your timing, skills, and ambition.
Tailor resume examples to the program’s contexts (branch, Burgundy, CBG, quick wins) and quantify results.
6. Common Topics and Areas of Focus for Interview Preparation
To excel in your Customer Obsession (Sparsh) Program role at Axis Bank, it’s essential to focus on the following areas. These topics highlight the key responsibilities and expectations, preparing you to discuss your skills and experiences in a way that aligns with Axis Bank objectives.
- Customer Journey Mapping: Practice mapping end-to-end journeys, identifying friction points, and defining “wow” moments with measurable outcomes.
- Agile Ways of Working: Revise scrum rituals, backlog prioritization, and how charters/trackers enable transparent governance and delivery.
- Data and BI Collaboration: Be ready to interpret CX dashboards, define baselines, and translate insights into prioritized actions with BIU.
- Stakeholder and Vendor Management: Prepare to demonstrate alignment across Marketing, Compliance, Operations, IT, and external partners.
- Competitive Scanning in Banking: Understand how to benchmark features and service standards to inform CX design decisions.
7. Perks and Benefits of Working at Axis Bank
Axis Bank offers a comprehensive package of benefits to support the well-being, professional growth, and satisfaction of its employees. Here are some of the key perks you can expect
- Inclusive, Equal-Opportunity Culture: “We are dil se open” reflects Axis Bank’s commitment to inclusion; women, LGBTQIA+, and PwD candidates are encouraged to apply.
- High-Impact, Cross-Functional Exposure: Work with Marketing, Compliance, Operations, IT, and external partners on customer journeys with enterprise visibility.
- Agile Learning Environment: Daily agile rituals, charters, and trackers promote continuous learning and rapid execution.
- Data-Driven Decision Making: Close collaboration with BIU enables structured measurement, reporting, and outcome-based growth.
- Career Development Opportunities: Opportunities to contribute across functions (branch, Burgundy, CBG, and quick wins) broaden skills and leadership exposure.
8. Conclusion
The Customer Obsession (Sparsh) Program at Axis Bank is designed to translate customer-centric ambition into measurable, enterprise-scale outcomes. Success hinges on your ability to operate within agile squads, distill BIU insights into actionable initiatives, and align diverse stakeholders to deliver “wow” moments across journeys.
If you bring structured problem-solving, crisp communication, and a bias for rapid, data-led execution, you’ll thrive in this high-visibility role. Prepare by sharpening your journey mapping, backlog prioritization, and governance skills-and by curating resume stories that quantify CX impact. Axis Bank offers an inclusive culture and cross-functional exposure, making it a compelling platform for professionals eager to build distinctive customer experiences.
Tips for Interview Success:
- Lead with outcomes: Quantify CX impact in your stories (e.g., reduced TAT, improved FTR, lower drop-offs).
- Show agile fluency: Explain how you use charters, stand-ups, and trackers to drive predictable delivery.
- Be data-led: Demonstrate how BIU-style insights informed prioritization and decision-making.
- Align stakeholders early: Highlight techniques to pre-empt risks with Compliance, Operations, and IT.