Case Study: How DBS Reinvented The Asian Banking Experience

DBS Bank is a prominent financial services group in Asia with more than 250 branches across 17 markets. Battling for customers in highly competitive markets like Singapore, China, and India, DBS realized that it needed to reinvent the banking experience if it was going to become the Asian bank of choice. To do that, the bank crafted a customer experience strategy that aligns with its corporate strategy and guides the redesign of its teams, processes, products, and touchpoints. This report shows customer experience (CX) professionals how DBS transformed its CX by using a systematic approach, which led to greater productivity and higher customer satisfaction.