DBS Bank’s Managing Director, Head of Customer Experience Raju
Nair joins us and shares that everything changed with the new
CEO. "When he stated our new aspiration then was to become the
bank of choice, initially. And he then said, 'Okay, we are the bank
of choice for Asia, so we need to stand for Asian service. What is
Asian service?' And the fact that even at that point of time,
he spent almost four to five months, defining what is Asian service
and he gave us that time. And then at the end of talking to all our
customers and employees across the six markets, we came up with 96
different themes of what is Asian service. And then, him along with
the top 50 of the banks, sat in a room and heard those 96 themes
immersed in all the things that customers and employees told and
then distilled it down to six. And we further distilling it down to
three, which became our respectful, easy to deal with, and
dependable, which is RED for Asian service.