Malaysian lender RHB and its partner German software group Qualtrics aim to improve delivery of its customer banking experience by targeting increased customer satisfaction, loyalty and life-time value with an eye to driving growth.

The bank, in partnership with Qualtrics, has developed a voice-of-customer ecosystem that measured customer experience ( CX ) across 17 different customer journeys. Since the implementation, the bank was able to successfully win back over 4,000 dissatisfied customers, identify and implement seven opportunities for process improvements, and achieve a customer satisfaction score of over 85% across all channels.

Today, the bank is conducting digital listening across all channels, gaining access to real-time customer feedback and making data-led improvements to its offering. A few of these include establishing multiple dashboards for different audiences and implementing a textIQ to analyse open text feedback.

Looking ahead, the bank aims “to enable real-time customer insights across every touch point, identify digital enhancements to help customers self-serve and create a structured CX proficiency framework with targeted upskilling programmes – ensuring employees are equipped to deliver exceptional service at every level”.