Research Overview

Customer experience is the accumulation of a customer's experiences throughout his/her journey with a supplier across any and all 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 Malaysia. 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 Malaysia. The study focuses on the critical factors that influence customer behavior throughout the three stages of their retail decision-making journey: pre-purchase, purchase, and post-purchase. For 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.