COUNTRY FOCUS : SINGAPORE
Singapore-based Eugene Chng , AVP for Asia , Hyland , tells us banking and finance organizations can march boldly into the future with a clear customer experience and content strategy .
How the banking sector improved customer exp
The Singapore skyline at sunset
As organizations across the Asia-Pacific region react to new business conditions , several trends are emerging . Among these and perhaps the most prevalent , are the need for companies to accelerate their Digital Transformation and let their business goals be driven by improved customer experience ( CX ).
The banking and finance industries in the Asia-Pacific region are – to use a slightly blunt turn of phrase – in this up to their eyeballs . Already under pressure from Fintech start-ups and disruptors , banks and financial institutions are under immense pressure to not only continue providing trusted , high-quality services to consumers and business clients , but to also evolve the myriad of ways that those services are delivered and do it with deeper insights , more reliability and modern , flexible customer outreach . Customers in the modern era want a seamless digital experience , with fast , convenient and reliable tools to guide them through their transactions and support interactions with the services they purchase from a vendor .
Having social media outreach , new applications providing new services and offers and fast , powerful online tools is all very well and good , but the backend services and back-office functionality of the company must be able to back up those new ways of servicing customers . It is no good simply putting new front-end options in place if the customer is let down by slow service delivery , unreliable support and error-riddled processes .
In essence , the organization simply must get their house in order before going out to market with new
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