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KUALA LUMPUR, March 19, 2015:

Malayan Banking Bhd (Maybank), CIMB Group Holdings Bhd and RHB Capital Bhd have come out tops in customer banking experience, according to a study conducted by Frost & Sullivan.

In a statement today, it said Maybank and CIMB came out tops overall, while RHB Bank was ranked highest for branch and call centre experience.

Maybank and CIMB also did well for self service and mobile experiences, with all three ranked yops for online experience.

Frost & Sullivan country head Hazmi Yusof said about two out of five or 38% of 1,300 respondents surveyed in October-November last year felt customer experience is more important when choosing a bank.

This factor alone was ranked higher as compared to other factors such as choice of products and services, the determinant of trust, and rates or fees charged by the bank.

He also said 81% of respondents surveyed disclosed the lack of customer experience will be one of the main reasons that will drive them away from their primary bank.

Hazmi also said that Malaysia is home to one of the most well-developed and regulated financial services markets in Southeast Asia, with strong, comprehensive oversight from Bank Negara Malaysia and the Securities Commission.

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