George Buening

Associate VP, Accounting Operations Ascension

George Buening is Associate Vice President of Accounting at Ascension Health, where he leads Procure-to-Pay (P2P) and Record-to-Report (R2R) operations. Prior to joining Ascension, he spent 17 years in the aerospace industry, playing a key role in developing a North American shared services organization and serving as Finance Director overseeing accounting operations. George brings extensive experience in negotiating and managing complex U.S. and international contracts, including U.S. Government agreements compliant with Federal Acquisition Regulations. A seasoned finance leader, he has deep expertise across finance, business administration, manufacturing, and service operations, with a strong focus on process improvement, cost control, and operational efficiency.

Wednesday, March 18, 2026: Main Program

9:30 AM Frontline by Design: How Customer Experience is Re-Wiring GBS

As customer expectations grow more complex, GBS teams can no longer operate in isolation. It’s time to embed customer insight directly into the GBS operating model and serve as a digital bridge between the back office and sales, marketing, and other customer-facing functions. This shift moves GBS beyond efficiency and SLAs toward true front-line impact, powered by data, empathy, and process leadership. Discover how service organizations can reframe their role to deliver business value, build trust, and influence enterprise priorities by putting the customer experience at the center.

This case study will help you to:

Gain practical tips on how to move from SLAs to XLAs—measuring what really matters to internal customers
Map key service touchpoints and use them to fix friction points fast
Use AI to support more responsive, empathetic service—not just speed
Uncover why GBS teams need to build soft skills like communication and relationship-building—especially in customer-facing or hybrid roles
Use customer feedback loops to prioritize service improvements and influence enterprise decisions
Scale the digital bridge concept across global functions with examples of what worked (and what didn’t)

Check out the incredible speaker line-up to see who will be joining George.

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