Customers lie at the core of our business. Their trust and loyalty are pivotal to our financial success. The dynamic nature of customer demands, influenced by technological advancements, necessitates our continuous evolution to deliver convenience and meaningful experiences. With a customer base exceeding 33 million across the ASEAN region, our commitment centres on fair treatment, transparency and comprehensive customer care.

Our focus is on providing crucial support to help customers achieve their personal and business goals through reliable and personalised services. In the long term, we aim to prioritise our commitment to responsible marketing, fair dealings, going the extra mile and consistently delivering relevant, competitive products and services.

Governance of Customer Experience

The Customer Experience (CX) team is an independent unit within Group Strategy and the Group CEO’s Office. The Group CX Management department recalibrates the customer experience agenda to meet evolving needs, while adhering to the Group CX Policies and our regional operating model.

The Group Transformation Committee, chaired by the Group Chief Executive Officer, provides regional oversight and strategic direction, and helps strengthen CX through internal synergies and best-in-class practices.

The CX Oversight team drives the implementation of CX priorities, programmes and improvements across the region.

In 2025, our customer experience governance framework was further strengthened to enhance accountability and oversight. This included clearer senior management accountability, more structured Board oversight and improved performance monitoring through formal self-assessments and governance dashboards.

Committed to Treating Customers Fairly

We place our customers at the heart of everything we do and are committed to providing the highest standard of customer experience by treating them fairly in all their dealings with us. Our Treating Customers Fairly Charter defines our customer promise and service standards.

Measuring Customer Experience

We use multiple channels and touchpoints to gather customer interaction and experience data across the customer journey. Collectively, these insights are used to design initiatives that drive positive customer outcomes and build stronger brand affinity.

Measurement ecosystem	What we measure	How we measure
Operational	Service Level Agreement (SLA) performance	A consolidated dashboard of more than 100 vital indicators encompassing fulfilment levels across key channels, products and systems, tracked on a monthly basis to ensure we meet basic customer expectations. Examples include customer's time spent at branches and our call centre, product application turnaround time and digital uptime.
Transactional	Customer Satisfaction Score	An in-house platform to track service experience and perform recovery across key physical, voice and digital customer interaction channels, supplemented with ad-hoc research or surveys to facilitate business decision making.
Strategic	Net Promoter Score (NPS)	The Group-wide Customer Engagement Survey is used to assess customer perception and benchmark performance against peers. In 2025, the survey methodology was refreshed to meet regulatory requirements, and no NPS score was produced. NPS tracking is expected to resume in 2026.

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