‘CX is not only customer service, it’s a big strategic tool’

Interview with the Regional Head Customer Journey Experience at DBS Bank on their transformative journey to focusing on the customer experience.

EPISODE OVERVIEW:

Raju Nair is the Managing Director – Regional Head Customer Journey Experience at DBS Bank in Singapore. In this podcast interview with Seth Adler, he shares that when the new CEO joined the company, their overall strategy changed. Their aspiration become to be the bank of choice and to stand for Asian service.

What Asian service is took several months to define by talking to employees and customers across six markets. In the end they came up with 96 core themes. This was discussed with the top 50 people in the business and distilled down to three core values: respectful, easy to deal with, and dependable; RED.

“Increasingly, over the years, we started becoming very clear that our job is not about our products and services, it's how well we can get embedded in the customer journey.”

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KEY QUOTES:

1. “We wondered how to bring this culture into the organisation. And that's when we said that we needed to bring a different form of thinking, of approaching this. And we brought the whole human-centered design thinking frame into the organisation.”
   
   
2. "Increasingly, over the years, we started becoming very clear that our job is not about our products and services, it's how well we can get embedded in the customer journey.”
   
   
3. “Customer experience is not only customer service, it’s a big strategic tool.”