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Purpose in banking

Case study

A shining example among banks is DBS, based in Singapore. It has a strong purpose, clearly articulated in its “Better” communication concept that entails both “Better” decisions for you regarding how you spend and save your money, but also “Better” in how your spending and saving affects the planet.

DBS’ brand experience integrates sustainability in many of their products, nudging the bank customer towards sustainable choices throughout the user journey. Banks often miss this opportunity or do it in separate features.

The bank has also focused on building a comprehensive suite of features that form a banking ecosystem that covers most customer needs. This limits the common risk of new market entrants attracting customers away from DBS through slick digital financial services.

DBS is smart in making sure that its purpose covers how to best serve its customers. Many other banks leave the opportunity of creating great customer experiences up for grabs, and so lose out on new customers, revenue and loyalty.

About DBS

DBS is a multinational banking and financial services corporation headquartered in Singapore. It provides a wide range of services, including retail, corporate, and investment banking, with a focus on digital innovation and sustainability initiatives.

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