Transforming customer experience: A story of ambition, values, beliefs, and digital capabilities

Q1 Business, Management and Accounting

AMS Review Pub Date : 2024-05-21 DOI:10.1007/s13162-024-00278-6

Seán Meehan

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Abstract

In this interview with Piyush Gupta CEO of DBS, we explore the bank’s market-oriented transformation journey from an underperforming mainly local Singaporean bank to becoming a globally significant Asian-based player earning accolades such as “World’s Best Bank.” We explore Gupta’s role in promoting market orientation and his focus on customer experience. We learn why market orientation became so central to the transformation and how it guided the steps along the way. We also learn of the role of technology in reshaping market orientation and particularly in enabling much enhanced inter functional co-ordination and the significance of storytelling in maintaining the momentum of customer-centricity. Gupta shares with us how DBS, as an orchestrator of ecosystems created to enhance customer journeys, utilizes behavioral data and real-time insights to anticipate and address customer needs. The paper concludes by proposing future research directions, including the impact of technology on market orientation, the role of storytelling in customer centricity, and the use of behavioral data by ecosystem orchestrators.

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改变客户体验：关于雄心、价值观、信念和数字能力的故事

在对星展银行首席执行官 Piyush Gupta 的访谈中，我们探讨了该银行以市场为导向的转型历程，即从一家业绩不佳的新加坡本地银行发展成为一家以亚洲为基地的全球重要银行，并赢得了 "全球最佳银行 "等荣誉。我们探讨了古普塔在促进市场导向方面的作用以及他对客户体验的关注。我们将了解为什么市场导向成为转型的核心，以及市场导向如何指导转型的各个步骤。我们还了解到技术在重塑市场导向中的作用，特别是在大大加强职能间协调方面的作用，以及讲故事在保持以客户为中心的势头方面的重要意义。古普塔与我们分享了星展银行如何作为生态系统的协调者，利用行为数据和实时洞察力来预测和满足客户需求，从而提升客户体验。论文最后提出了未来的研究方向，包括技术对市场导向的影响、讲故事在以客户为中心中的作用以及生态系统协调者对行为数据的使用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

AMS Review Business, Management and Accounting-Marketing

CiteScore

14.60

自引率

0.00%

发文量

期刊介绍： The AMS Review is positioned to be the premier journal in marketing that focuses exclusively on conceptual contributions across all sub-disciplines of marketing. It publishes articles that advance the development of market and marketing theory.The AMS Review is receptive to different philosophical perspectives and levels of analysis that range from micro to macro. Especially welcome are manuscripts that integrate research and theory from non-marketing disciplines such as management, sociology, economics, psychology, geography, anthropology, or other social sciences. Examples of suitable manuscripts include those incorporating conceptual and organizing frameworks or models, those extending, comparing, or critically evaluating existing theories, and those suggesting new or innovative theories. Comprehensive and integrative syntheses of research literatures (including quantitative and qualitative meta-analyses) are encouraged, as are paradigm-shifting manuscripts.Manuscripts that focus on purely descriptive literature reviews, proselytize research methods or techniques, or report empirical research findings will not be considered for publication. The AMS Review does not publish manuscripts focusing on practitioner advice or marketing education.