Customer Experience Management Study - Malaysia's Banking Sector 2015

  • ID: 3934326
  • Report
  • Region: Malaysia
  • 114 Pages
  • Frost & Sullivan
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Benchmarking Industry Excellence in Delivering a Superior Customer Experience

Customer experience is the accumulation of a customer's experiences throughout his/her journey with a supplier, across any and all functions, products and services, and various touch-points. The author evaluates the various experiences provided by Malaysia's banking sector.

This study looks at the critical factors that influence customer behaviour throughout the 3 phases-pre-purchase, purchase, and post-purchase-of their journey through bankings’ touch-points. It utilises the proprietary Customer Experience Index (CEI) methodology, as well as the widely used Net Promoter Score (NPS) methodology, to understand the dynamics of the interactions between customers and their banks.

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1. Customer Experience Management Study - Malaysia's Banking Sector 2015

2. Research Methodology
  • Research Approach
  • Research Step-by-Step Overview
  • Overview of Research Process
  • Sample Methodology
  • Data Collection Quality Process
  • Sample Distribution by Primary Bank
  • Sample Demographics - Age and Gender
  • Sample Demographics - Main Products Purchased
  • Customer Experience Index
3. Executive Summary
  • Customer Experience Management for the Malaysian Banking Sector in 2015
  • Customer Experience - Definition
  • Factors for Choosing Primary Bank
  • Reason for Service Discontinuation
  • Preferred Channel across Stages
  • Online versus Call Centre
  • Degree of Channel Integration
  • Product and Service Recommendation by Primary Bank
  • Overall CEI Score by Channels/Touch-points
  • Overall CEI Score by Primary Bank
  • NPS
  • Customer Loyalty Reward
  • Relevant Findings by Demographics
4. CEM Study - Malaysia’s Retail Banking Sector 2015
  • Relevant Findings by Demographics
  • Service Discontinuation Breakdown
  • Channels Used Most Often for Banking Services
  • Preferred Channels by Transaction
  • Customers’ Top Priority Experience Matrix
  • Customers’ Top Frequency Experience Matrix
  • Degree of Channel Integration
  • Priority of Superior Customer Experience and Living up to Sales Promises
  • Customer Loyalty Reward
  • Proactivity Rating by Primary Bank
  • Customer Experience with Touch-points
5. Understanding Pre-purchase Behaviour
  • Factors for Choosing Primary Bank
  • Product and Service Recommendation by Primary Bank
  • Channel Used in the Pre-purchase Stage
  • Channel Used for Pre-purchase Enquiry
  • Customer Experience with Touch-points
  • Evaluation of Experience in the Pre-purchase Stage by Indicators
6. Understanding Purchase Behaviour
  • Channel Used in the Purchasing Stage
  • Preferred Channel During the Purchase Stage
  • Customer Experience with Touch-points
  • Degree of Satisfaction/Dissatisfaction - Online
  • Degree of Satisfaction/Dissatisfaction - Branch
  • Degree of Satisfaction/Dissatisfaction - Call Centre and ATM
  • Degree of Satisfaction/Dissatisfaction - Sales Agent and Mobile Application
7. Understanding Post-purchase Behaviour
  • Channel Used in the Post-purchase Stage
  • Channels Revisited for Post-sale Enquiry
  • Channel Used for Post-purchase Enquiry
  • Customer Experience with Touch-points
  • Evaluation of Experience in the Post-purchase Stage by Channel
8. Analysis by CEI
  • Customer Loyalty, Recommendation, and Additional Purchase
  • Customer Loyalty, Recommendation, and Additional Purchase Trend
  • Overall CEI Score by Channels/Touch-points
  • Overall CEI Score Trend by Channels/Touch-points
  • Overall CEI Score by Primary Bank
  • Overall CEI Score Trend by Primary Bank
  • CEI Score for Branch
  • CEI Score for ATM
  • CEI Score for Online
  • CEI Score for Mobile
  • CEI Score for Call Centre
  • NPS
7. Analysis by Company - Maybank
  • Maybank - Customer Transaction Preference
  • Maybank - Customer Priority: Experience Profile
  • Maybank - Frequency of Interaction: Customer Experience Profile
  • Maybank’s Rating for Competitive Factors
8. Analysis by Company - CIMB
  • CIMB - Customer Transaction Preference
  • CIMB - Customer Priority: Experience Profile
  • CIMB - Frequency of Interaction: Customer Experience Profile
  • CIMB’s Rating for Competitive Factors
9. Analysis by Company - Public Bank
  • Public Bank - Customer Transactions’ Preference
  • Public Bank - Customer Priority: Experience Profile
  • Public Bank - Frequency of Interaction: Customer Experience Profile
  • Public Bank’s Rating for Competitive Factors
10. Analysis by Company - RHB Bank
  • RHB Bank - Customer Transaction Preference
  • RHB Bank - Customer Priority: Experience Profile
  • RHB Bank - Frequency of Interaction: Customer Experience Profile
  • RHB Bank’s Rating for Competitive Factors
11. Analysis by Company - Hong Leong Bank
  • Hong Leong Bank - Customer Transaction Preference
  • Hong Leong Bank - Customer Priority: Experience Profile
  • Hong Leong Bank - Frequency of Interaction: Customer Experience Profile
  • Hong Leong Bank’s Rating for Competitive Factors
12. Final Words - What We are Excited About
  • Call Centres - Where are they Headed in Terms of CEM?
  • Online Banking - Will it Remain the Superior Customer Choice?
  • Mobile Application - Has Money Gone Mobile?
  • Timely and Relevant Product Promotions - What is Next?
  • Will Improving the Customer Loyalty Rewards Programme be a Game Changer?
13. Customer Experience Solutions
  • Why the author?
  • Customer Experience - Definition
  • Integrating Process, People and Infrastructure
  • Customer Experience Maturity Model
  • A 5-step Strategic Approach
  • Legal Disclaimer
14. Appendix
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