UOB Quadruples Client Engagement for Mobile Bank
Client engagement for TMRW, UOB’s mobile-only bank in Thailand, has quadrupled since the launch one year ago as the platform continues to expand its ecosystem into non-financial activities.
This was according to an internally built promoter score, the Net Promoter Score (NPS), which tracks customer loyalty and satisfaction. Naturally, increased engagement has led to more users with referrals accounting for more than two-thirds of TMRW’s new customers.
«TMRW aspires to become the world’s most engaging digital bank by focusing on providing personalized and engaging customer experience,» said Natee Srirussamee, head of retail digital at UOB (Thai).
«By distilling insights and customer feedback into making TMRW more intuitive, transparent and fun, we are also including our customers in the creative process. Our launch strategies have focused on making existing customers happy thus growing the business through referrals.»
Expanding Ecosystem
Sriussamee is not merely paying lip service when claiming to make online banking «fun». More than just enhancing traditional functions such as expanded access to retail partners or an upcoming real-time expense tracker, TMRW has reached beyond into offering non-financial capabilities. The digital bank will soon launch «Creator of TMRW», an initiative to help users learn about online content creation from local leaders.
«When we built TMRW from scratch, we designed it to be nimble and responsive. This means we can make enhancements quickly and meet customers’ changing needs and expectations of digital services,» Sriussamee said. «With each enhancement to our mobile app, we have seen a corresponding increase in NPS and customer engagement.»
