ASEAN banks ace digital but can still improve employee experience: study

Singapore led the six markets whilst the Philippines and Vietnam lagged.

Banks across six ASEAN countries have developed digital capabilities but still have room to improve their service and employee experience, according to a report by advisory firm Twimbit.

The 42 banks in the study logged a banking customer experience (CX) score of 3.86 out of 5. Whilst digital capabilities are well-established, service consistency and brand clarity are uneven, Twimbit said.

Amongst markets, Singapore led with an overall CX score of 3.99.

Malaysia followed, with an overall score of 3.93, then Indonesia (3.82), Thailand (3.86), and Vietnam (3.81)

The Philippines (3.77) lagged due to fragmented journeys and gaps in service consistency and trust-building, Twimbit said.

DBS, Southeast Asia’s largest digital bank, led end-to-end money transfer experience with a 4.68 score. DBS also led the region with an overall score of 4.22 across four pillars measured by Twimbit: digital, service, brand, and employee experience.

Siam Commercial Bank, Thailand’s oldest bank, got a 4.48 score in digital savings account journeys.

Trust, a Singapore-based digital bank, got the highest digital banking score in ASEAN at 4.3.