Customer Experience Excellence report 2022

Customer Experience Excellence report 2022

Digital transformation is a key indicator of customer experience excellence

During the peak of the COVID-19 pandemic, innovation and the diversification of digital products enabled growth for companies across multiple sectors in the Malaysian market. For some, the pandemic had accelerated growth, but for those who have invested in the journey early on, had benefited and now observed to have stabilized. They continue to improve to provide an even comprehensive service to their customers. Today's customers have a  wider range of products and services at their fingertips.

One of the companies that were on the journey is Bank Islam Malaysia Berhad (BIMB) - Southeast Asia's first Islamic bank. Efforts were put to focus on enhancing its digital offerings to transform into the champion in Sharia-compliant environmental, social and governance (ESG), with leadership in digital banking and social finance. With digital transformation as a core pillar of the bank's strategy, it has leveraged on digital channels to expand its reach, improve convenience, and target new segments. The recent launch of its Be U mobile app, which is targeted to the younger generations seems apt as the Bank continues to reinvent itself, especially in the Islamic Banking space. This simultaneously addresses the competitive market landscape of younger generation coming into the workforce, as well as the highly anticipated digital banks approved by the Central Bank of Malaysia. The timely efforts launched by the Bank has resulted in the financial services company climbing four places in the CEE market rankings and this year claims the top spot.

Further, as most customers of today are used to how things have dramatically changed during the pandemic - whether it is online shopping, procuring services and products, most Malaysian businesses have adapted to the new norm. Now that things have improved, customers expect the flexibility, agility and a certain level of convenience to continue to be provided by the businesses they interact with.

Organizations that have laid the digital foundation pre-pandemic continue to enhance their offerings to create more personalized experience and value to their customers. PETRONAS for example, has expanded the functionalities of Setel, its mobile app. Customers appreciate the convenience that the app brings – especially during the pandemic where they can make purchases from its convenience store MESRA or refuelling vehicles, with limited physical interactions. Another good example is how Great Eastern Takaful Berhad has leveraged on their various touchpoints such as social media, self-service portal and its agents to connect with customers directly.  The efforts put in by the organization on the different touchpoints has received positive feedback from customers on their service and support.

In this year’s CEE edition, we once again observed digitalization underpinning not only the top 10 companies, but also most Malaysian businesses’ approach towards customer experience, Malaysian consumers have become accustomed to the agility and flexibility of service deliveries and products during the pandemic days – and this is now the new bar set. Malaysian customers are also increasingly buying from businesses which are aligned to their personal values and ethos – resulting in ESG considerations. Consumers know it, businesses too, and we expect these trends to continue well into 2023 and beyond.

Alvin Gan
Country lead
KPMG in Malaysia

2022 Top Ten

  01. Bank Islam Malaysia Berhad


  03. Great Eastern Takaful Berhad

  04. Zalora

  05. Maybank

  06. Shell

  07. Petron

  08. AIA Public Takaful

  09. Takaful Malaysia

  10. FWD Takaful Berhad (Panel)