CX-first roadmap
We defined a clear path for customer experience across all touchpoints, ensuring consistency across regional markets.
DBS Bank
Designing a more cohesive multimodal customer experience across Asia
DBS Bank needed to align customer expectations, agent workflows, partner delivery, and technology across a complex regional environment. Creative Communications Lab helped define a CX-first roadmap, simplify frontline workflows, unify voice and digital interaction standards, and improve cross-application visibility.
Start a conversationIllustrative image
The challenge
aligning customer expectations with agent workflows
Large-scale banking environments rarely suffer from a lack of tools. The real issue is fragmentation: multiple partners, legacy systems, and inconsistent interaction standards across different markets. This creates a disjointed experience for customers and high cognitive load for agents who must navigate disparate applications to resolve simple queries.
The insight
The challenge wasn't the tools. It was the fragmentation.
Regional transformations require more than just technical deployment; they require a unified vision that spans technology, operations, and culture. By focusing on the agent experience as much as the customer experience, DBS was able to drive sustainable improvements across multiple markets and reduce the friction that often plagues large-scale banking operations.
The response
Designed around the operation.
Simplified frontline workflows
We reduced complexity for agents by unifying disparate systems into a more intuitive, single-view workspace.
Unified interaction standards
We established a common set of standards for voice and digital interactions to ensure a consistent brand voice.
10+
markets aligned
25%
reduction in agent load
15%
increase in CSAT
“Creative Communications Lab helped us unify our regional CX strategy, bringing clarity to a complex operational environment and improving visibility across our entire service estate.”
DBS Regional CX Lead
What we learned
Regional transformations require more than just technical deployment; they require a unified vision that spans technology, operations, and culture. By focusing on the agent experience as much as the customer experience, DBS was able to drive sustainable improvements across multiple markets and reduce the friction that often plagues large-scale banking operations.
Let’s make service work better
Start with the problem
you need to solve.
Tell us about your customers, your operation and what needs to change.