“When one of our guys came up with the idea that our purpose should be to make banking joyful, I nearly threw him out of the room,” said Piyush Gupta, CEO of DBS Group, who runs Singapore and Southeast Asia’s largest bank.
Gupta was describing the bank’s transformational journey to become more customer-centric. When the effort was launched half a decade ago, it first focused on process improvements, and later evolved to customer journeys.
After remodeling some branches to be more tech savvy, one day, he received an email from a customer who described her banking experience as joyful.
Since then, this quixotic thing about trying to make banking joyful doesn’t seem as farfetched after all, according to Gupta. In fact, in the last few years, the notion has “gained resonance” in the bank, and subsequent phases of the transformation plan have focused on aligning the bank’s front and back office staff and processes with delivering not just performance improvements, but such joyful outcomes…
Read the entire essay at Forbes