Twimbit's inaugural State of CX in ASEAN Banking 2026 finds super-app style platforms give Indonesian banking a strong digital edge, while transparency and emotional reassurance are the next opportunity

JAKARTA, 28 October 2026 – Across Southeast Asia, rising digital adoption is raising customer expectations around security, inclusion and personalisation. In Indonesia, where payments, savings and everyday services increasingly sit inside a single app, AI now carries a growing share of routine service. The question is whether customers feel reassured, especially when something goes wrong.

Twimbit's inaugural State of CX in ASEAN Banking 2026, unveiled on 27 October at the Twimbit Banking Summit & Awards 2026 in Kuala Lumpur, finds Indonesian banking is making steady progress, with digital maturity as its primary differentiator.

Key findings for Indonesia

• Super-app style platforms give Indonesian customers end-to-end journeys inside the app, with no web redirection, and connect banking with the QRIS payments ecosystem.
• AI is taking on routine service at scale through chatbots across apps, WhatsApp and social channels, GenAI-powered self-service and routing, multilingual assistants with smart escalation and AI tools that help frontline staff decide faster.
• Personalisation is functional rather than emotional. Behaviour-based offers and reminders are common, but transparency, explainability and reassurance remain limited, especially during service failures.
• Digital banks are building around everyday needs with integrated payments, savings pockets and ecosystem partnerships, supported by round-the-clock help and AI-powered agent coaching.
• Across ASEAN, Digital and Brand jointly lead the experience pillars at 3.92 each, within a regional CX index of 3.86 out of 5.

The biggest opportunity for Indonesian banks is turning brand strength into more consistent, emotionally confident service. Automation should remove friction, not accountability, and accessible, vernacular and assisted digital models will be key to making inclusion practical for underbanked communities.

“Indonesian banks have built some of the most complete digital platforms in the region and are already using AI to handle routine service at scale. The next step is reassurance. Customers need to understand why an offer or alert appears, and to know a person will step in when something goes wrong. Banks that pair AI efficiency with human confidence will turn digital scale into lasting trust.”

– Shivanu Shukla, Senior Vice President, Twimbit

Key takeaways

• Indonesian banking's edge is digital: super-app style platforms with end-to-end in-app journeys.
• AI now handles routine service at scale across apps, WhatsApp and social channels.
• The next step is making AI-led service reassuring and explainable, not just efficient.
• Regionally, Digital and Brand are ASEAN banking's strongest pillars, with service consistency and frontline engagement the areas to strengthen.

About the study

The State of CX in ASEAN Banking 2026 benchmarks 42 traditional and digital banks (26 traditional and 16 digital) across six markets: Singapore, Malaysia, Thailand, Indonesia, the Philippines and Vietnam, on four pillars: Digital, Service, Brand and Employee experience. In the inaugural edition of this study, Twimbit analysts benchmarked the top 26 banks across three key customer journeys: digital savings account opening, money transfers, and mobile banking app experience. The evaluation was based on publicly available data, customer reviews, and mystery shopping insights, where applicable.

About Twimbit

Twimbit is a global tech and advisory firm powering customer success through research, innovation and community. Through its research and advisory services, events such as the Twimbit Banking Summit & Awards, its Twimbit X technology and design unit and its Innovators Circle membership programme, Twimbit helps organisations build and grow purpose-driven businesses. Learn more at www.twimbit.com.