RHB Elevates Customer Experience with Qualtrics to Strengthen Market Leadership in Malaysia

Singapore, 22 May 2025 — RHB Banking Group, one of Malaysia’s largest and most established financial institutions, is ramping up its customer experience (CX) strategy in collaboration with Qualtrics, a global leader in experience management. The partnership underscores RHB’s ongoing commitment to delivering superior customer service, increasing loyalty, and driving long-term business value.

Since partnering with Qualtrics two years ago, RHB has expanded from a basic multi-channel feedback initiative to a full-fledged Voice of the Customer (VoC) ecosystem, now covering 17 distinct customer journeys. The program has yielded measurable outcomes—including the recovery of over 4,000 previously dissatisfied customers and the identification of seven key opportunities for process optimisation. As a result, the bank has achieved a customer satisfaction score exceeding 85% across all channels.

“Our progress in customer experience over the past few years has been transformative,” said Norazzah Sulaiman, Group Chief Brand and Customer Experience Officer at RHB. “With trusted partners like Qualtrics supporting our Experience Management ecosystem, we’re seeing real, tangible improvements in satisfaction and service. As we advance into our next strategic phase, Progress27, we remain focused on exceptional service delivery, sustainable growth, and reinforcing our position as a purpose-driven institution.”

RHB is leveraging Qualtrics’ technology to build real-time feedback loops across all digital and physical customer interaction points. Through tools such as textIQ—which enables intelligent analysis of open-text feedback—and custom dashboards tailored to internal audiences, the bank is turning customer insights into action more efficiently and at greater scale.

Looking forward, RHB plans to further embed CX across its operations. Strategic initiatives include deploying real-time insights across every customer touchpoint, enhancing digital self-service capabilities, and rolling out a CX proficiency framework that supports targeted upskilling of frontline and back-office employees.

“Organisations like RHB are showing what it means to lead with customer-centricity,” said Thomas Karthaus, Country Manager for Southeast Asia and Greater China at Qualtrics. “We’re proud to support their journey—helping them not only recover thousands of dissatisfied customers, but also achieve industry-leading satisfaction metrics. It’s clear that putting the customer first is no longer optional—it’s a strategic imperative.”

With CX becoming a key differentiator in the financial services sector, RHB’s collaboration with Qualtrics is positioning the bank at the forefront of digital innovation and experience-led transformation in the Malaysian banking industry.