Customer Experience Management Study—Malaysia's Banking Sector 2015
Customer experience is the accumulation of a customer's experiences throughout his/her journey with a supplier, across any and all functions, products and services, and various touch-points. Frost & Sullivan evaluates the various experiences provided by Malaysia's banking sector. This study looks at the critical factors that influence customer behaviour throughout the 3 phases—pre-purchase, purchase, and post-purchase—of their journey through bankings’ touch-points. It utilises the proprietary Customer Experience Index (CEI) methodology, as well as the widely used Net Promoter Score (NPS) methodology, to understand the dynamics of the interactions between customers and their banks.
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