Sonja van Vliet is Head, Customer Centre of Excellence at Absa Financial Services. She has more than 25 years experience representing the customers’ case at various forums and Financial Institutions. Van Vliet spent her first ten years studying and researching customers’ money related behaviors locally and abroad to influence perception in academic circles and businesses alike. She joined Unibank in 1999 and quickly progressed into managing the full customer value chain and segments, concluding her retail banking stay in Absa Bank as Head of Customer Strategy, Value Proposition design and Customer Management in 2013. She currently heads the Customer Centerof Excellence for Barclays Africa in their Wealth, Investment and Insurance Management Business.

She is a Behavioral Economist and holds an Executive Global MBA from TRIUM 2010 (New York University, London School of Economics and HEC in Paris) She lectures leadership at Milpark Business School in Leadership and Change Management to the MBA program.