Embracing Digital Disruption and Understanding Customer Experience

1. R A J A T E H M A I M U N A H R A J A A B D. A Z I Z
C h i e f E x e c u t i v e O f f i c e r – H o n g L e o n g I s l a m i c B a n k

2. BANKING EVOLUTION: THE EARLY DAYS

3. JOHN SHEPHERD-BARRON
27 JUNE 1967

5. World’s largest taxi
operator
DOESN’T OWN
A SINGLE TAXI
World’s largest
accommodation
provider
DOESN’T OWN
A SINGLE
REAL ESTATE
World’s largest
communication players
DON’T OWN
A SINGLE
TELCO INFRASTRUCTURE
World’s largest
movie house
DOESN’T OWN
A SINGLE MOVIE
THEATRE
World’s most
valuable retailer
DOESN’T OWN
A SINGLE
INVENTORY
World’s leading
travel agent
DOESN’T OWN
A SINGLE
PHYSICAL
BRANCH
World’s fastest
growing bank
DOESN’T HOLD
A SINGLE CENT World’s Most
Popular
Media Space
DOESN’T OWN
ANY CONTENT

7. DBS Digibank
A mobile banking app designed to make things simpler, easier, and faster for its users.
Some notable functions include:
Peek Balance
Does not require any pre-
login and customers can
choose to “peek” at any of
their DBS/POSB deposit or
credit card accounts.
The “account balance
enquiry” function is the
most used among DBS’
customers across the
bank’s platform, including
ATMs, online services and
its call centre
Personalised Profile &
Customised Quick-Links
Customers can customise
their own profiles with a
picture or nickname, and
can also create shortcuts
for their favourite mobile
banking services (First in
industry)
Payments made easier
Customers can use a list of recent and
favourite payees for faster transactions
(First in industry)
Instant account opening
Customers can open an additional
banking account with just a few simple
steps
Touch ID
Customers can log on to their account
securely with their fingerprint

8. DBS Remix Pilot Branch
a technologically-driven banking experience that resonates with the
digitally-empowered generation of young adults.
Consultation Pods complete with
interactive table-tops, projected
queue displays and news feeds
Banking hall transforms into a
cosy lounge and financial
playground space at night
Wifi and touchpads to engage
with customers, screen plays
movies and presentations

9. Relatively small retail bank set up
with the intention of competing for
business with large, long-established
national banks.
These newer banks have, primarily, an
online presence vs. a physical one,
riding on the waves of digital
innovation and mobility.
“Opening a bank with branches
now would be like BT installing
phone booths”
Anthony Thomson
Chairman – Atom Bank

10. No branches
No Call-Centres
App-based
Highly competitive one-year
fixed saver offering an interest
rate of 2% and a two-year
savings product with a 2.2%
rate
No branches
No Call-Centres
App/Card-based
Initially started with prepaid cards to
load funds, now sending out physical
MC debit cards at 1k cards a week,
with more than 35,000 on waiting list
… even non-financial, retail brands can now hold your money

12. Buy coffee – use my
Contactless Card
Colleague pays for lunch using
PEx+ at partner restaurant….
I pay her my portion using PEx,
sending the amount straight to
her account
Check my account balance on my
Apple Watch
Pay my bills through
my Mobile Phone Left my ATM card in the
office, use phone to
withdraw money for maid
Movie with kids. Buy tickets &
scan QR with mobile

13. Imagine asking for these things
10 years ago, people would think
I’m crazy:
“Refrigerator to have remote
viewing of its content and
recommend recipes based on
stored items”
“Lights turn off when no one is
nearby and can be remotely
activated”
“Weighing scale to aggregate
data with exercise machines to
constantly update my health
plan”
“Water filter to automatically
shut off when nothing is in the
sink and tracks water usage from
all faucets and shower heads”
“Washing machine to send a
notification to phone once the
wash cycle is complete”
“Coffee maker to sync with alarm
clock, heats up coffee
automatically”

15. Look at things from a
CUSTOMER EXPERIENCE
perspective, less from a product design’s.
Wrap your thinking around optimizing the
customer journey
DIGITIZING YOUR PRODUCTS
DOESN’T necessarily equate to
a better customer experience
This means different things to
different people. Know your
customers, and find out what
matters to them most e.g. cost,
speed, variety etc.
ONLINE and OFFLINE
consumers are birds of very
different feathers.
Attempting behavioral
change, although rewarding,
is also risky
So focus on Customer Experience
In the context of DIGITAL TOUCHPOINTS
Develop Digital initiatives that
COMPLEMENT existing customer
journeys, not necessarily changing them
INTEGRATE YOUR GO ONLINE &
OFFLINE GO-TO-MARKET STRATEGIES