商品敘述：

DBS was recognised as the world''s best bank, yet it wanted to deliver even higher customer experience to continue its mission to make banking joyful. So, it further leveraged being data-driven to gain deeper customer insights, and flattened the organisational structure by using cross-functional teams to respond faster to customer and market changes. In 2020, DBS decided to function as a horizontal organisation, which meant building cross-functional teams that collaborated to enhance customer experiences. The bank also became tremendously data-driven. It did so by building on the previously launched ''Digital Wave'' strategy that leveraged technology to make banking invisible to customers and, therefore deliver the bank''s purpose of making banking joyful. Covering the period from 2020 to 2024, the case looks at how the bank developed nine iterative elements, to become agile at scale. It was achieved by maintaining a customer-obsessive focus, leveraging the bank''s learn-and-apply approach, providing employee training, and the continuous effort to scale ''Managing through Journeys (MtJs) across the bank-all of which eventually led to maximised customer value.

涵蓋領域：

Business expansion;Business growth;Banks and banking;Leadership styles;AI and machine learning;Algorithms;Digital transformation;Customer satisfaction;Customer experience;Analytics and data science;Business management;Change management

相關資料：

, (219SMU), p, by Annie Koh, Robin Speculand, Mahima Rao-Kachroo;
, (220SMU), p, by Annie Koh, Robin Speculand, Mahima Rao-Kachroo

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