Banking CX leaders 2023

Summary

Customer experience has become the primary battleground for retail banks across Asia-Pacific, as digital-native players raise customer expectations for the same seamless, personalized experience they get from consumer apps like Netflix and Spotify. A systematic look at 40 leading APAC banks maps how the strongest performers are closing that gap across four distinct dimensions of the banking relationship.

Digital experience covers everything from AI-powered financial planning tools to unified banking, payments, and lifestyle apps designed around how customers actually behave rather than how banks are organized internally. Service experience extends beyond app design into how quickly and effectively banks resolve problems, whether through in-branch interactions, contact centers, or AI-assisted virtual relationship management. Brand experience captures the emotional and social dimension of banking, including how institutions extend financial access to underserved entrepreneurs and communities, while employee experience measures how well banks equip their own people with the training, tools, and culture needed to deliver on the other three pillars consistently.

Case examples throughout show how leading APAC banks are applying artificial intelligence and machine learning to generate hyper-personalized nudges, streamline contact center operations into unified platforms, and build internal data literacy through structured upskilling programs, translating customer experience ambition into everyday operational practice.

For banking executives benchmarking their own institution, the framework offers both a scoring system across the four pillars and a step-by-step roadmap covering customer understanding, persona development, digital transformation, and the cultivation of a genuinely customer-centric organizational culture.