It is not enough to deliver a great customer experience in a broad sense. Your customer experience should have an identity. It should communicate who you are -- and why you align with your customers' needs.
In its quest to solidify itself as a bank of choice for Asia, DBS Bank needed to prove that it stood for "Asian Service."
To establish that identity, DBS ultimately adopt the RED model: respectful, easy and dependable.
In this new podcast, DBS' Raju Nair walks through that approach to the CX.
Listen below: