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2025
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Overview

 

Customers lie at the core of our business. Their trust and loyalty are pivotal to our financial success. The dynamic nature of customer demands, influenced by technological advancements, necessitates our continuous evolution to deliver convenience and meaningful experiences. With a customer base exceeding 28 million across the ASEAN region, our commitment centres on fair treatment, transparency and comprehensive customer care.

 

Our focus is on providing crucial support to help customers achieve their personal and business goals through reliable and personalised services. In the long term, we aim to prioritise our commitment to responsible marketing, fair dealings, going the extra mile and consistently delivering relevant, competitive products and services.

 

Governance​ of Customer Experience

 

The Customer Experience (CX) team is an independent unit within Group Strategy and the Group CEO’s Office. The Group CX Management department recalibrates the customer experience agenda to meet evolving needs, while adhering to the Group CX Policies and our regional operating model.

 

The Group Transformation Committee, chaired by the Group Chief Executive Officer, provides regional oversight and strategic direction, and helps strengthen CX through internal synergies and best-in-class practices.

 

The CX Oversight team drives the implementation of CX priorities, programmes and improvements across the region.​

Committed to Treating Customers Fairly

 

We place our customers at the heart of everything we do and are committed to providing the highest standard of customer experience by treating them fairly in all their dealings with us. Our Treating Customers Fairly Charter defines our customer promise and service standards.

Measuring Customer Experience​

 

We use multiple channels and touchpoints to gather customer interaction and experience data across the customer journey. Collectively, these insights are used to design initiatives that drive positive customer outcomes and build stronger brand affinity.

Measurement ecosystem What we measure How we measure
Operational

Service Level Agreement (SLA) performance

A consolidated dashboard of more than 100 vital indicators encompassing fulfilment levels across key channels, products and systems, tracked on a monthly basis to ensure we meet basic customer expectations.

Examples include customer's time spent at branches and our call centre, product application turnaround time and digital uptime.
Transactional
 Customer Satisfaction Score
 An in-house platform to track service experience and perform recovery across key physical, voice and digital customer interaction channels, supplemented with ad-hoc research or surveys to facilitate business decision making.
Strategic Net Promoter Score (NPS) An annual Group-wide Customer Engagement Survey to gauge where we stand relative to our key competitors from a total banking relationship standpoint.

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Latest Sustainability Report
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