8 | | MAY - 2022IN MY OPINIONDELIVERING NEXT LEVEL CUSTOMER EXPERIENCE Today's business success is how to get better in touch and very much connected with consumers with various needs and aspirations. Yet, knowing what consumer wants has always been a challenge, given the ever changing conditions in the social & cultural settings, environment and technological development in a constantly evolving digital technology. To be on the forefront, a business must identify and recognize its relevance in the mass market by using an approach in customer segmentation. Businesses can use consumer segmentation to help the process of identifying the most effective and innovative product and service offerings. Nearly all industries somehow need a tool to get the insights and to make necessary adjustments or additions to their products and services to ensure that the requirements from the customers are met.As one of the leading banks in Indonesia, PT Bank Maybank Indonesia, Tbk. (Maybank Indonesia) defines its customers by applying a customer-centric approach and adding digital advancement to create an avenue to understand better and at the same time to meet its customer's needs. Throughout the process, digital transformation played a vital role, infused with brand's core strategy, allowing all aspects of the organization to work together more effectively and provide a more engaging products, services and customer experiences.It is a strategy that saw significant acceleration especially during the pandemic, forcing businesses or corporations to embrace digital transformation efforts to survive in an even more fierce business outset and learn how to deliver values to customers who are becoming more connected online. Maybank Indonesia has always been committed to realize its ambition or vision `to become the leading financial services provider in Indonesia, supported by talented, capable and innovative human capital, to create added value in serving the community'. Moreover, the Bank's mission in Humanizing Financial Services amplifies the Bank's main effort to support customer business growth.In Maybank Indonesia, we are confident and believe that embarking on digital transformation is a critical step and key enabler to successfully embrace the future, and at the same time, understanding our customers' needs. The bank has been on a continuous journey to deliver the most relevant yet personalized solution that makes banking activities more accessible, faster, simpler, convenient, and secure. We put the customer at the core of our strategy and focus on addressing the customer needs & pain points individually through a hyper-personalization approach, as we continue to develop our digital banking service capabilities and solution. Sharpening the Customers' PersonaMaybank defines its customer target according to their life stage, personas and behaviour, better known as the micro-segmentation approach. This approach enables the bank to be able to provide a By Michel Hamilton, Chief Strategy, Transformation, & Digital Officer, Maybank Indonesia
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