Mumbai, Kotak Mahindra Bank Amazon veteran appointed on Thursday Bhavneesh Lathia as its chief customer experience, a newly created role in the private sector lender. Joint Managing Director of the Bank Deepak Gupta Said it wants to take a completely different approach to a client’s needs, which prompted it to create the role.

Currently, the bank’s efforts are focused on ensuring that a product or service sells easily, while under the new set up, the emphasis will be on the experience that the customer receives during the process, he said.

With this, a product or service may or may not be sold, but the experience will be enjoyable, Gupta said.

The bank will assess the performance of the newly created role on both new business acquisitions and customer stickiness, he said, adding that millennial consumers need better user experience.

The lender is moving a host of current executives to a team headed by Lathia. This will include 1,500 call center executives, around 400 people in the technology vertical and others in the experience domain, making it a 2,000-strong team.

Lathia will report to both the Head of Consumer Banking and its Vice President shining box Directly said Gupta.