Maybank, CIMB lead in Frost & Sullivan customer experience survey

Important factor: Hazmi says banks that overlook the importance of customer experience do so at their own peril.

Customer experience is the single most important factor in determining the choice of the primary bank for customers in Malaysia, says market research company Frost & Sullivan.

Hazmi Yusof, country head in Malaysia, said the Frost & Sullivan Malaysian Banking Services Customer Experience study showed that Maybank Bhd and CIMB Bank Bhd were leading the Customer Experience Index at an overall level in Malaysia.