“ WE ' RE EVOLVING TO MEET CUSTOMERS ’ CHANGING LIFESTYLES AND BANKING NEEDS BY PROVIDING THEM BEST-IN-CLASS USER EXPERIENCES , THROUGH BOTH BRANCH AND DIGITAL TOUCHPOINTS ”
PARKER SHI EXECUTIVE VICE PRESIDENT AND CHIEF OPERATING OFFICER , EAST WEST BANK
delivered services that were traditionally delivered in person – that ' s why we embarked on an innovative R & D process and made a commitment to providing the right user experience ,” Parker outlines .
“ We realised that daily banking services could also be delivered to consumers via digital platforms , particularly as many of our existing East West Bank customers live outside the footprint of our branches . Some may even live overseas .”
To do this , however , the bank first had to consider the entire customer experience , the balance of products and services available , and ensure best-in-class digital and in-person services for consumers . Data has been a pivotal facet of this overall process .
“ Data is at the core of all things the digital bank works on ,” establishes Nambiar . “ Our core principle during the building of the platform was to ensure that we had a clear data strategy that we were building towards ; we needed to make sure that data was available realtime , all the time .”
208 July 2022