Olga Omelchenko, Deputy CEO and Chief Customer Officer at Wilco Wealth Management, shares in this interview the difference between good customer service and a true customer experience (CX) system, and how Wilco has built CX into its work since its 2025 rebrand. Olga explained that service is reactive, responding well when something goes wrong, while a CX system is proactive, designed to prevent friction before a client ever notices it.
She spoke about the specific challenge of earning trust as a new brand among high-net-worth and ultra-high-net-worth clients, arguing that trust with experienced clients comes only from a track record of decisions, not from marketing claims. Olga also discussed how she communicates the value of CX internally across departments, including how she pitches it to finance teams in terms of measurable outcomes rather than abstract loyalty.
The interview closes with a look at Wilco Compliments, the company’s partner program bringing together brands that share its standards for quality and service, extending Wilco’s approach to customer experience beyond its own offices.
