The 70/30 rule: Why ASEAN banks still need humans as AI takes over

A new study from Singapore-based Twimbit suggests that the era of Southeast Asian banks winning customers through crash-proof apps is over. The research reveals that the region's banks have an overall customer experience (CX) score of 3.86 out of 5, which is considered "solid" or "could try harder." While digital and brand elements top the study's four pillars, service and employee experience are more patchy, with the latter ranking lowest at 3.78.

The study, presented at the Twimbit Banking Summit & Awards in Kuala Lumpur, indicates that as digital adoption grows, customers' expectations around security, inclusion, and personalization rise. A key factor is how banks respond to customer complaints, as fraud is a significant issue in the region, and the quality of response can make a significant difference.

Twimbit's Shivanu Shukla argues that banks can differentiate themselves by handling such issues swiftly, clearly resolving them, and leaving customers more confident in the long run. The study predicts that by 2030, between 70 and 85% of interactions in advanced markets will be handled through intelligent self-service, with banks expected to focus 70% on self-directed interactions and 30% on maintaining human confidence.