MB Bank

Challenge

In 2019, MB Bank initiated a multi-year transformation program to become a digital-first, customer-centric bank with an ambitious target for growth. With a rejuvenated brand platform, MB Bank set out to transform its retail banking experience. 

To achieve its ambition, MB Bank’s retail branches and auto-banking need to not only offer traditional banking services, but also integrate a digital, O2O customer experience to acquire new customers and enable digital banking. Prophet was appointed to create and implement a digital-first customer experience for MB Bank’s retail branch network. 

Solutions

We began with an in-depth audit of MB Bank’s existing retail banking experience. Combined with a competitive audit and best practice industry analogs globally, we identified opportunities to address customer pain points and innovate several “industry-first” as well as new experiences across their journey.

Through PlayStudio sessions with MB Bank’s key stakeholders, we developed a compelling Customer Experience (CX) vision and principles, initial transformation ideas as well as a design direction that guided the development of a new experiential retail design, signature touchpoints and experience transformation. 

Our work culminated in the development of signature experiences and the creation of a new auto-banking concept—the MB SmartBank. With the signature CX moves and designs developed, the final step was to conduct an in-market pilot. We developed execution plans to guide the roll-out and necessary changes in the day-to-day operations. To empower change, we also developed KPIs to measure success, along with staff workflows and detailed job descriptions for the transformed roles in the retail branch and MB SmartBank. 

Through PlayStudio sessions with MB Bank’s key stakeholders, we developed a compelling Customer Experience (CX) vision and principles, initial transformation ideas as well as a design direction that guided the development of a new experiential retail design, signature touchpoints and experience transformation.   

Our work culminated in the development of signature experiences and the creation of a new auto-banking concept—the MB SmartBank. With the signature CX moves and designs developed, the final step was to conduct an in-market pilot. We developed execution plans to guide the roll-out and necessary changes in the day-to-day operations. To empower change, we also developed KPIs to measure success, along with staff workflows and detailed job descriptions for the transformed roles in the retail branch and MB SmartBank. 

Results

The new MB Bank app and the MB SmartBank were successfully launched in key pilot locations as one milestone of many towards achieving MB’s ambition of being a digital-first, customer-centric bank. 

MB SmartBank, Reimagined:

Designed for a new generation of young, digital-savvy users, the MB SmartBank is a multifunctional auto-banking lobby. Open 24/7, it empowers customers to easily manage everyday transactions through intuitive digital tools and immersive touchpoints.  

Signature Moves and Service Design

We translated MB Bank’s CX vision into signature moves across the customer journey, and developed detailed service blueprints to show the transformation of the end-to-end banking experience across the front and backstage. 

A New Standard for Retail Banking

Our creative team developed visual and spatial designs for the different branch types across MB Bank’s retail network, including the MB SmartBank. The designs showcased MB’s digital transformation efforts and established MB as the leader of -digital and customer-centric banking, the first-of-its kind in Vietnam.