Regional Deep Dive: Customer Journey Transformation in Asia Pacific Financial Services

Asia Pacific (APAC) stands at the forefront of financial services innovation, where rapid digital adoption, a diverse customer base, and the rise of digital challengers are reshaping the industry. For banks and insurers across Southeast Asia, Australasia, and beyond, transforming the customer journey is not just a strategic imperative—it’s a competitive necessity. Yet, the region’s unique challenges and opportunities demand a tailored approach to Customer Journey Transformation (CJT).

The APAC Landscape: Unique Drivers and Challenges

Financial Inclusion and Digital Adoption

A defining feature of APAC, particularly in Southeast Asia, is the vast unbanked and underbanked population. Three out of four people in the region lack sufficient access to financial services, presenting a significant opportunity for institutions to reach new segments through digital-first, accessible offerings. The proliferation of smartphones and the emergence of digital challenger banks have set new expectations: seamless, mobile-first experiences are now the baseline, not the exception.

In Australasia, the focus is shifting from transactional banking to life-integrated finance. Here, established banks are challenged to deliver personalized, value-added services that support holistic financial well-being, moving beyond basic banking needs to empower customers throughout their life journeys.

Legacy System Modernization

Many incumbent banks and insurers across APAC are constrained by aging core systems that hinder innovation and slow the pace of change. Modernizing these legacy platforms is essential to unlocking agility, enabling real-time data insights, and delivering the personalized experiences today’s customers demand. Cloud-native architectures and AI-driven solutions are increasingly being adopted to future-proof operations and accelerate digital transformation.

The Rise of Digital Challengers

The competitive landscape is intensifying as digital-first entrants and fintechs redefine what “good” looks like in financial services. These challengers are raising the bar for customer experience, forcing incumbents to rethink their operating models, embrace enterprise agility, and innovate at speed. In this environment, delivering consistent, personalized, and frictionless experiences across all touchpoints is no longer optional—it’s a necessity.

Shaping Customer Expectations: Key Trends

Personalization at Scale: Customers expect experiences tailored to their individual needs, powered by data and AI. From proactive financial advice to seamless onboarding, personalization is a key driver of loyalty and growth.
Omnichannel Engagement: Whether in-branch, online, or via mobile, customers want consistent, connected experiences. Banks and insurers must break down silos and integrate channels to deliver a unified journey.
Digital Self-Service: Empowering customers to manage their finances independently—through intuitive apps, chatbots, and self-service tools—drives both satisfaction and operational efficiency.
Security and Trust: As digital adoption grows, so do concerns around security and fraud. Institutions must balance innovation with robust risk management and transparent communication.

Publicis Sapient in APAC: Delivering Impact at Speed

Publicis Sapient partners with leading banks and insurers across Southeast Asia and Australasia to deliver transformative customer experiences. Our approach combines deep regional expertise with proven global methodologies, helping clients:

Redesign Operating Models: We help organizations shift from product-centric to customer-centric models, building cross-disciplinary teams and agile delivery frameworks that accelerate innovation.
Modernize Technology: From cloud migration to AI-powered personalization, we enable clients to unlock the full potential of their data and platforms, driving real-time, relevant engagement.
Drive Financial Inclusion: By co-creating accessible digital offerings, we help institutions reach underserved populations and unlock new growth opportunities.
Balance Cost and Experience: Our service design and human-centered design methodologies streamline operations, reduce costs, and enhance customer value—proving that efficiency and customer-centricity go hand in hand.

Regional Success Stories

Siam Commercial Bank (SCB), Thailand: Publicis Sapient partnered with SCB TechX to launch XPlatform, a one-stop cloud and DevOps solution that accelerates the development of cutting-edge digital banking products. We also helped SCB expand its offerings with a food delivery app, rewriting the rulebook on customer engagement and driving business growth beyond traditional banking.
Bangkok Bank, Thailand: We delivered an innovative mobile app that puts the customer first, simplifying the banking process and enabling lightning-fast service—demonstrating how digital transformation can deliver both speed and satisfaction.
Multinational Insurance Company, Asia: By implementing a new cloud-based platform, we enabled our client to deliver industry-leading customer experiences and unlock new growth opportunities across multiple Asian markets.
Australian Banks: Our work in Australia focuses on elevating customer experience while driving down cost and risk. By leveraging lifecycle-led design and modern service design practices, we help banks balance operational efficiency with next-level customer engagement.

Best Practices for Scaling CJT in APAC

Adopt a Customer-Centric Taxonomy: Move beyond organizing around products or business processes. Define journeys based on the outcomes customers seek—whether it’s buying a home, planning for retirement, or managing risk. This new taxonomy sets the tone for the entire organization, guiding strategy, capability development, and investment.
Build Cross-Disciplinary Teams: Successful journey transformation requires more than just front-end experience design. It demands the integration of technology, data, risk, operations, and customer experience into permanent, empowered teams. These teams can iterate rapidly, resolve dependencies, and deliver holistic solutions that are desirable, viable, and feasible.
Modernize Operating Models: Legacy technology and siloed data are major barriers to agility and personalization. By embracing agile delivery models and modern enterprise architecture, institutions can break down silos, enable real-time insights, and respond nimbly to changing customer needs and regulatory requirements.
Leverage Data and AI: Harnessing data and AI is critical for delivering hyper-personalized, secure, and seamless experiences. Customer Data Platforms (CDPs) and advanced analytics enable banks and insurers to anticipate needs, offer relevant products, and provide proactive support.
Pilot, Measure, and Scale: Start with high-impact pilot journeys, use them to refine the operating model, and build momentum for broader change. Establish clear baselines, map dependencies, and measure results to inform scaling strategies.

The Path Forward: Building the Future of Financial Services in APAC

The future belongs to those who put the customer at the center of everything they do. In APAC, this means:

Embracing customer-centric journey reinvention—moving beyond products to focus on the outcomes customers seek.
Modernizing legacy systems to enable agility, personalization, and real-time insights.
Leveraging data and AI to deliver hyper-personalized, secure, and seamless experiences.
Fostering a culture of continuous improvement—piloting high-impact journeys, measuring results, and scaling what works.

With over 30 years of digital innovation experience and a track record of delivering industry firsts, Publicis Sapient is uniquely positioned to help APAC financial institutions lead the charge. Our blend of strategy, design, technology, and sector expertise ensures that transformation delivers measurable value—now and in the future.

Ready to transform your customer experience and unlock new growth in Asia Pacific? Connect with our regional experts to start your journey today.