In Indonesia banking, the spotlight on customer experience has never been brighter. Banks are racing to keep up with evolving expectations, especially as customers display an increasing desire to bank digitally and an openness to tech players. According to Bain & Company’s latest survey of more than 10,000 customers through the NPS Prism® benchmarking platform, some are already making strides.
Bank Central Asia (BCA), for instance, remains the customer advocacy leader with mass-market customers, or those with less than 100 million rupiah in total liquid assets.
The bank's Net Promoter ScoreSM—a measure of customers’ likelihood to recommend a store or brand—is the highest in Indonesia at 55. This means BCA has a higher share of loyal, enthusiastic customers, who are less likely to leave the bank and more likely to refer their friends and family to it. United Overseas Bank (UOB) also enjoys strong levels of mass-market customer advocacy, with a Net Promoter Score of 52 (see Figure 1 above).
What sets BCA apart from the rest? Episode-level NPS Prism data reveals that the company wins on several key parts of the customer journey, especially during moments that are usually likely to annoy customers, such as “opening a new account,” as well as more routine episodes, such as “disputing a fee or transaction” and “seeking financial advice” (see Figure 2).
BCA also outperforms competitors on “resolving a suspected fraud alert.” According to NPS Prism data, 68% of customers say the bank proactively reached out before a fraudulent charge took place vs. 53% at a loyalty laggard competitor. And 72% ranked the ease of resolving the fraud alert as a 6 or 7 out of 7 vs. 57% at a loyalty laggard competitor (see Figure 3).
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UOB is similarly excelling with speed and convenience in several critical moments of the customer journey, including “resolving a card issue” and “applying for a new credit card.” The bank also shines when it comes to “making a payment,” in part because of its superior digital experience. Of UOB customers, 83% make their payments online or on a mobile device compared with only 50% of customers at a competitor with a lower Net Promoter Score (see Figure 4). And customers are satisfied with this digital experience—95% ranked the ease of making a payment as a 6 or 7 vs. 75% at a loyalty laggard.
In the current environment, it’s more important than ever for banks in Indonesia to understand how they fare with customers and which factors generate loyalty. The next generation of leading banks will be those that invest in the areas that matter most today, building an army of loyal customers over time.
Net Promoter®, NPS®, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld. Net Promoter Score℠ and Net Promoter System℠ are service marks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.
NPS Prism® is a registered trademark of Bain & Company, Inc.