Singapore – Singapore has recorded the highest banking customer experience (CX) score in ASEAN, according to a Twimbit report. The study, unveiled on 28 October in Kuala Lumpur, gave the city-state 3.99 out of 5.
That result sits above the regional maturity score of 3.86. Singapore also led ASEAN on all four pillars measured: Digital, Service, Brand, and Employee experience.
By pillar, Singapore scored 4.05 on Digital, 3.92 on Service, 4.05 on Brand and 3.89 on Employee experience. In comparison, the ASEAN averages stood at 3.92, 3.80, 3.92 and 3.78 respectively.
The report credits the lead to strong governance, fraud prevention and consistent omnichannel delivery. Meanwhile, digital ecosystems are extending banking into payments, lifestyle rewards, wealth and cross-border use.
Singapore’s digital banks are also using AI to make customer support more contextual. They resolve everyday queries and transfer complex ones to human support with context.
However, the study identifies the next challenge as converting digital strength into emotional confidence. As rising digital adoption lifts expectations around security, personalisation and seamless connectivity, the test is whether AI feels personal, explainable and accountable.
An ageing population adds weight to that challenge, with accessible and assisted digital models set to matter more. The guidance is that personalisation must be explainable, and that the future is 70% self-directed and 30% human confidence-building.
“Singapore has set the regional standard on digital, service, brand and employee experience. The next test is different. As AI takes on more of everyday banking, customers want it to understand them, explain itself and hand it over to a person when it matters. The banks that make AI feel personal and accountable, not just efficient, will define the next stage of banking in Singapore and across ASEAN,” said Shivanu Shukla, Senior Vice President, Twimbit
The study benchmarks 42 traditional and digital banks, 26 traditional and 16 digital, across Singapore, Malaysia, Thailand, Indonesia, the Philippines and Vietnam. It scores them on the four pillars of Digital, Service, Brand and Employee experience.
In this inaugural edition, analysts benchmarked the top 26 banks across three customer journeys: digital savings account opening, money transfers and mobile banking app experience. The evaluation drew on publicly available data, customer reviews and, where applicable, mystery shopping insights.
