Thailand’s mobile app usage is at 97%, with real-time payments at 86%—leading all ASEAN countries. The high penetration rates have pivoted the role of banks from offering digital functionalities and availability to enabling a new standard of elevated customer engagement and experience. 

The new era into 2025 centers on Banking 4.0—where services are all about meeting customers requirements during their key life moments, life events, and daily needs. The immediacy of expectations for banking services requires a complete approach to channel context, omnichannel-O2O-embedded finance, unified banking touchpoints, 360-degree employee responsiveness, AI-powered conversational banking, and a cohesive, consumer-type banking experience for both business owners and wealth investors. 

In the Thai banking sector, in-house developments have yielded valuable results. To keep pace with rapid change, banks are exploring approaches to achieve operational excellence by managing backend complexities and hygiene requirements, while tripling the pace of developing unique, customer-centered journeys. By combining in-house builds with engagement banking platforms, banks are gaining refreshing flexibility to "lift and shift" what they have developed, achieving the speed, freedom, and control needed to scale differentiated customer experiences.

 Join the CXO roundtable for a pragmatic deep dive with Cyrus Daruwala, Global Head of Financial Inclusion at the ASEAN Economic Forum; Dr. Chatchai Thnarudee, Board Director at the Digital Government Development Agency (DGA); Riddhi Dutta, Regional Vice President for Asia at Backbase; and Chris Shayan, Global Head of AI and AI Center of Excellence, Backbase, as they discuss designing the future of banking around the customer.