RHB Banking Group has significantly scaled its customer experience (CX) capabilities through its collaboration with Qualtrics, positioning itself as a frontrunner among Malaysia’s top banks in experience-led growth.
The bank’s multi-year partnership with Qualtrics—pioneers of the experience management category—has evolved from a cross-channel listening initiative to a full-scale Voice of Customer (VoC) ecosystem, supporting RHB’s ambition to drive long-term customer value, satisfaction, and loyalty.
In line with its corporate strategy and focus on quality growth, RHB has embedded CX measurement across 17 customer journeys. Since implementation, the initiative has yielded measurable impact: the bank successfully re-engaged over 4,000 previously dissatisfied customers, uncovered and acted on seven process improvement opportunities, and achieved customer satisfaction scores exceeding 85% across all touchpoints.
The transformation includes real-time digital listening across all channels, enabling RHB to access actionable insights and accelerate data-led decision-making. Key tools include targeted dashboards tailored to specific internal audiences and text analytics capabilities (TextIQ) to interpret open-text feedback at scale.
“We’ve made tremendous progress on our customer experience journey over the past few years,” said Norazzah Sulaiman, Group Chief Brand and Customer Experience Officer at RHB. “By scaling up our Experience Management ecosystem—supported by trusted partners like Qualtrics—we’ve seen tangible improvements in both satisfaction and service delivery. As we move into the next phase of our corporate strategy, Progress27, our focus remains on delivering exceptional service, driving sustainable growth, and strengthening our role as a responsible, purpose-driven financial institution.”
Looking ahead, RHB is working toward becoming the market leader in CX, with strategic initiatives that include enabling real-time customer insight across all touchpoints, enhancing digital self-service capabilities, and implementing a structured CX proficiency framework to upskill employees across the organisation.
Thomas Karthaus, Country Manager for Southeast Asia and Greater China at Qualtrics, commented: “We’re proud to work with a market leader like RHB in helping them win back over 4,000 dissatisfied customers and achieve such significantly strong customer satisfaction results. Today’s leading organisations are making customer experience a business priority—and RHB is clearly among them.”
