A proprietary index ranks ASEAN banks on customer experience, but without full methodological disclosure required for independent verification
Based on a data analysis of the public-available data of 42 traditional and digital banks across Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam on customer experience in banking, a research and advisory firm specializing in customer-experience, telecom and banking intelligence has shared some findings on digital, service, brand and employee-experience scores with the media.
First, the report placed an overall customer-experience index for the 42 banks at 3.86 out of 5. The index covered 26 traditional banks and 16 digital banks. Its stated inputs were publicly available data, customer reviews and mystery-shopping insights, where applicable.
Second, the report assigned Digital and Brand scores of 3.92 each, followed by Service at 3.80 and Employee experience at 3.78.
Other findings
Third, the report placed Singapore first among the six markets, with an overall score of 3.99 and the highest score on each of the four pillars. Also:
- Banks from the Philippines were ranked last among the six markets, with an overall score of 3.77.
- The evaluation covered three customer journeys: digital savings-account opening, money transfers and mobile-banking-app experience.
- Not disclosed were: the individual bank scores, the number of customer reviews assessed, the number or dates of mystery-shopping exercises, the weighting applied to each data source, or the criteria used to derive the four pillar scores.
- The report has suggested that 70% to 85% of interactions in “advanced markets” would run through intelligent self-service by 2030.
- The report’s prescription of “70% self-directed and 30% human confidence-building” is noted as a recommendation, not a measured result.
- Methodology note: The published materials described an inaugural benchmark of 42 banks in six markets, assessed across three journeys and four pillars using public data, customer reviews and mystery-shopping insights. They did not disclose sampling frames, scoring rubrics, reviewer counts, inter-rater reliability, confidence intervals, or how “customer-experience maturity” was operationalized. Some media coverage reported a sample of 44 banks.
The findings were shared by Twimbit, which commissioned the data analysis.
