By analyzing customer experiences at every touch-point, the bank aims to deliver exceptional service, foster sustainable growth, and reinforce its purpose.

One of Malaysia’s longest-standing and leading financial institutions, RHB Banking Group, has a strong presence across seven ASEAN markets — powered by a workforce of over 13,000 employees.

In its drive to increase customer satisfaction and loyalty, the group has already undergone continual digital transformation. Over the last two years, it had partnered with an experience management firm to build a customer experience (CX) measurement system for 17 different types of transactional journeys. Since the launch of that program, RHB has been able to win back over 4,000 attritional customers; identify and implement seven opportunities for process improvements, and achieve a customer satisfaction score of over 85% across all channels.

On 20 May 2025, the bank announced that it was leveraging the same CX partnership and program to  conduct digital listening across all channels; gaining access to real time customer feedback; and making data-led improvements to its services. A few of these slated improvements are expected to include establishing multiple dashboards for different audiences, and implementing AI text analysis to interpret open text feedback.

Looking ahead, RHB’s aim is 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 to upskill employees to deliver exceptional service at every level.

Said the bank’s Group Chief Brand and Customer Experience Officer, Norazzah Sulaiman: “By scaling up our Experience Management ecosystem… we‘ve seen tangible improvements in both satisfaction and service delivery. As we move into the next phase of our corporate strategy… our focus remains on delivering exceptional service, driving sustainable growth, and strengthening our role as a responsible, purpose-driven financial institution.”

According to Thomas Karthaus, Country Manager (SEA and Greater China), Qualtrics, the bank’s experience management partner: “It’s clear that today’s market leaders are putting customers at the heart of everything they do, and making customer experience a business priority.”