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Reference no. 517-0200-1
Subject category: Marketing
Published by:
University of St Gallen (2017)
39 pages
Data source:
Field research


The case treats the OCBC Customer Experience Design department's unique approach towards managing and improving customer experiences. In designing customer experiences, the department implements three principles: customer insight, simplicity, and design. The insights are iterated within each project, connected between projects, and aggregated in order to create larger impact across all customer interactions. Four improvement projects of the design team demonstrate their approach (letters, forms, website, and mobile app). Moreover, OCBC developed FRANK bank, a new banking concept explicitly targeted at young customers, which has received lots of rewards and appraisal in the banking industry. OCBC implements a design thinking process and emphasizes customer collaboration, employee involvement, and the monitoring of results. Key is that customer experience management is strongly anchored within the organization. All employees - from top-management to front-line - are engaged in improving customer experiences. Banks in the Singaporean financial industry face strong pressure to deliver superior customer experiences. This is due to government and competitive pressure and high customer expectations. OCBC (second largest of three major local banks in Singapore) makes customer experience management central to its corporate strategy. OCBC has a history of delivering superior customer experiences and excels at differentiating itself through customer experience management.


Customer experience management; Customer experience; Customer journey; Customer interactions; Touchpoint management; Touchpoint innovation; Digitalization; Millennials; Generation Y; Innovation; Design thinking; Organizational culture; Cultural change; Change agents; Financial services
>10 000 employees; USD283.7 billion total assets
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