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Malaysian Banking Services Customer Experience Management 

  • July 2015
  • -
  • Frost & Sullivan
  • -
  • 93 pages

Malaysian Banking Services Customer Experience Management : Benchmarking the Industry Excellence in Delivering Superior Customer Experience

In this first Customer Experience Management report for Malaysia’s Retail Banking industry, Frost & Sullivan explores the relationship of the experiences provided by banks for its customers We look at the critical factors that influence customer behaviours throughout the three phases (pre-purchase, purchase and post-purchase) of their journey, through the companies' touch-points

Table Of Contents

Malaysian Banking Services Customer Experience Management 
1MALAYSIAN BANKING SERVICES CUSTOMER EXPERIENCE MANAGEMENT

Research Methodology
1 Frost and Sullivan's Research Step-by-Step Overview
2 Overview of the Research Process
3 Sample Methodology
4 Data Collection Quality Process
5 Sample Distribution by Service Provider—Banking Malaysia
6 Sample Demographics by Age and Gender—Banking Malaysia
7 Sample Demographics by Monthly Personal Income—Malaysian Banking
8 Frost and Sullivan Customer Experience Index

Executive Summary
1 Customer Experience Management (CEM) Malaysian Banking Services 2014—Introduction
2 Factors for Choosing Primary Bank
3 Factors for Discontinuation of Primary Bank
4 Preferred Channels for Banking
5 Preferred Channels across Stages
6 Mobile Banking versus Contact Centre
7 Customer Experience Index Score—Definition and Score
8 Customer Experience Index Score by Primary Bank
9 Net Promoter Score by Primary Bank
10 Channel Integration and Feedback by Primary Bank
11 Product Recommendation by Primary Bank
12 Customer Loyalty Rewards by Primary Bank

CEM Report—Malaysian Banking Services 2014
1 Reason for Banking Service Discontinuation
2 Reason for Banking Service Discontinuation
3 Preferred Channels for Banking
4 Preferred Channels for Banking
5 Branch versus Website Transactions
6 Frequency of Branch Visits
7 Customer Top Priority Experience Matrix
8 Degree of Channel Integration
9 Priority of Superior Customer Experience and Living up to Sales Promises
10 Customer Loyalty Reward
11 Customer Satisfaction
12 Degree of Satisfaction/Dissatisfaction—Internet versus Mobile Banking
13 Customer Experience with Contact Centre

Understanding Pre-Purchase Behaviour
1 Factors for Choosing Primary Bank
2 Product and Service Recommendation by Primary Bank
3 New Product Consideration by Primary Bank
4 Channel Used at Pre-Purchase Stage
5 Channels Used for Pre-Purchase Inquiry
6 Evaluation of Experience in the Pre-Purchase Stage by Customer Experience Indicators

Understanding Purchase Behaviour
1 Preferred Purchasing Channel
2 Preferred Purchasing Channel

Understanding Post-Purchase Behaviour
1 Channels Revisited for Post-Purchase Enquiry
2 Customer Experience with Touch-points
3 Channel Used for Post-Purchase Enquiry
4 Customer Experience with Touch-points by Primary Bank

Analysis by Customer Experience Index (CEI)
1 Customer Loyalty, Recommendation and Additional Purchase
2 Overall CEI Score by Channels/Touch-points
3 Overall CEI Score by Primary Bank
4 CEI Score for Branch Banking
5 CEI Score for Online Banking
6 CEI Score for Contact Centres
7 CEI Score for Mobile Banking
8 CEI Score for Self-Service Facilities
9 Net Promoter Score (NPS)

Analysis by Company
1 Maybank—Customer Transactions' Preference
2 Maybank—Customer Priority-Experience Profile
3 Maybank—Frequency of Interaction-customer Experience Profile
4 CIMB Bank—Customer Transactions' Preference
5 CIMB Bank—Customer Priority-Experience Profile
6 CIMB Bank—Frequency of Interaction-customer Experience Profile
7 Public Bank—Customer Transactions' Preference
8 Public Bank—Customer Priority-Experience Profile
9 Public Bank—Frequency of Interaction-customer Experience Profile
10 RHB—Customer Transactions' Preference
11 RHB—Customer Priority-Experience Profile
12 RHB—Frequency of Interaction-customer Experience Profile

Final Words—What We are Excited About
1 Contact Centre—Where is it Headed with Regards to CEM?
2 Mobile Banking Application—Will it Take Off?
3 Frequently Recommending New Products to Customers and Not Violating Personal Data Protection Act 2010 (PDPA)
4 Would Banks Shift from a Hard-sell Approach to Needs-based Analysis to Engage Customers?
5 Would Improving Customer Rewards Programmes Positively Impact Both Customers and Banks?

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