Lolitta Suffian is a creative force in the world of Customer Experience, with over 23 years of leadership across industries – from fintech to logistics, mobility to telecommunications, and now banking. She recently joined Bank Simpanan Nasional (BSN) as Senior Vice President of Customer Experience, where she champions financial inclusion by reshaping how underserved communities interact with banking.

Known for turning complex journeys into intuitive, human centred experiences that is anchored in empathy and powered by technology, Lita brings a unique perspective shaped by her roots in the creative arts. Trained in visual storytelling and design, she has an instinct for spotting patterns where others see problems, and possibilities where others see limits.

At BSN, she is driving the transformation of customer touchpoints to ensure banking is not only efficient and secure, but also accessible, supportive, and emotionally resonant. She is a vocal advocate for using automation and AI responsibly while enhancing customer insights and service delivery, without losing the human connection.

Lita is a WeQual Award APAC winner in 2024 and is recognised for her executive leadership and impact. She continues to push the frontier of CX by blending data, design thinking, and empathy, proving that customer experience is not just about technology or process; it is about people and the belief that every interaction can build trust, dignity, and inclusion.