Summary
In the wake of government plans to create a digital economy, Thai banks have swiftly pushed digital initiatives. But Thai customers are largely absent from these plans — which will inevitably put some initiatives at risk of tepid customer adoption. Thailand's banks must embrace a customer-obsessed operating model and let customers drive their digital transformation. Failing this, they will quickly lose relevance and market share. Digital strategy executives in Thailand can use this report to understand the four design principles that must frame their digital transformation.
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