EAST WEST BANK
and a broad spread of user groups – hence why it has been the backbone of EWB ’ s digital transformation and banking platform .
The platform has multiple capabilities specifically geared towards the primary customer base of EWB : it supports multiple languages ; has a wide range of functionality , including deposits , business banking , and applying for loans ; and a variety of unique products aimed at international students , new immigrants , the Chinese American population , and the Filipino diaspora in the US .
“ COVID-19 actually proved our strategy . With lockdown initially , we were able to continue to support our customers both locally and internationally , so this is why we ' re going to continue investing in digital banking and shift even more into omnichannel banking ,” says Parker , establishing EWB ’ s aim to be best-in-class through the utilisation of its unique strengths .
An omnichannel future where consistency is key In addition to building a digital bank from scratch , EWB has been focused on improving and expanding the avenues of communication that consumers can utilise , as Shi explains : “ Our goal is to provide a consistent omnichannel user experience .” “ As we take these customers into an omnichannel banking experience , trying to travel through complex services – whether deposits or wealth management , home , or business banking – the permutations in which we interact with them are many .
“ Our goal is therefore to make sure that we can work with every customer as a segment of one and meet them during their interaction with us to provide that optimal experience ,” states Nambiar .
With his extensive experience at some of the most influential organisations in the
210 July 2022