Twimbit's inaugural State of CX in ASEAN Banking 2026 gives Singapore the region's highest overall banking CX score of 3.99 out of 5, above the ASEAN average on every pillar

SINGAPORE, 28 October 2026 – Across ASEAN, rising digital adoption is raising customer expectations around security, personalisation and seamless connectivity, and AI is moving into everyday banking. In Singapore, where customers already expect speed and reliability, the test is now whether that intelligence feels personal, explainable and accountable.

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 Singapore sets the regional standard on customer experience.

Key findings for Singapore

• Singapore sits above the ASEAN average on all four pillars, with the highest overall banking CX score in the region at 3.99 out of 5, against a regional maturity of 3.86.
• Singapore scores 4.05 on Digital, 3.92 on Service, 4.05 on Brand and 3.89 on Employee experience, all above the ASEAN averages of 3.92, 3.80, 3.92 and 3.78.
• Strong governance, fraud prevention and consistent omnichannel delivery anchor the market, while digital ecosystems extend banking into payments, lifestyle rewards, wealth and cross-border use.
• Singapore's digital banks are using AI to make support more contextual, resolving everyday queries and transferring complex ones to human support with context.

The next gains will come from converting digital strength into emotional confidence. With an ageing population, accessible and assisted digital models will matter more, and Twimbit's guidance is that personalisation must be explainable and that the future is 70% self-directed and 30% human confidence-building.

“Singapore has set the regional standard on digital, service, brand and employee experience. The next test is different. As AI takes on more of everyday banking, customers want it to understand them, explain itself and hand over to a person when it matters. The banks that make AI feel personal and accountable, not just efficient, will define the next stage of banking in Singapore and across ASEAN.”

– Shivanu Shukla, Senior Vice President, Twimbit

Key takeaways

• Singapore has ASEAN's highest banking CX score at 3.99, against a regional 3.86.
• It sits above the regional average on all four pillars: Digital, Service, Brand and Employee experience.
• The next challenge: AI that feels human, explainable and accountable.

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.