Research Overview

Customer experience is the accumulation of a customer's experiences throughout his/her journey with a supplier across functions, products, services, and touchpoints. This study adopts the proprietary Customer Experience Index methodology and the widely used Net Promoter Score metric to understand the dynamics between customers and retail banks in Indonesia. The country continues to capitalize on the growing number of retail bank users in Southeast Asia as many individuals rely on banking services and products for both personal and business uses.

Frost & Sullivan’s Customer Experience Management study in the banking sector explores customer experience among banking providers in Indonesia. The study focuses on critical factors that influence customer behavior throughout the three stages of their retail decision-making journey: pre-purchase, purchase, and post-purchase. At each stage, the study evaluates the key parameters that contribute to customers’ decision to purchase from and transact with a retail bank as well as their preferred channels or touchpoints.