DBS flagship HQ and branch points to interactive and collaborative banking future
07 November 2012 | 2235 views | 0
Source: Development Bank of Singapore
DBS Bank today underscored its commitment to be the Asian bank of choice with the inauguration of its new headquarters, DBS Asia Central, at Marina Bay Financial Centre Tower 3 (MBFC T3).
Deputy Prime Minister and Minister for Finance Tharman Shanmugaratnam, DBS Chairman Peter Seah and DBS Group CEO Piyush Gupta officiated at the inauguration ceremony, an occasion that marks the changing face of banking.
DBS Asia Central at MBFC T3 houses the bank's customer-facing units, an innovative flagship branch, a state-of-the-art dealing room, the first DBS Treasures Private Client Centre and a refreshing work environment for its employees. The move saw more than 4,800 DBS employees moving over 18 weekends to the workplace of new Asia, where they can be even more efficient in connecting customers to opportunities in the region.
The future of banking is intuitive and interactive
With the flagship branch, SME Banking centre and wealth centres housed under one roof, DBS is well positioned to leverage its strengths across the bank to meet the complete banking needs of its customers. The first DBS Treasures Private Client centre in the region will complete the bank's comprehensive wealth offerings to Asia's growing affluent.
Executing against strategy to entrench leadership in Singapore, DBS' flagship branch was designed with the customer at the centre of the banking experience. Leveraging on technology and learning from other industries' best practices, DBS overhauled the traditional retail banking experience. Customers visiting DBS' flagship branch will discover that their time is optimised as they can pre-complete electronic forms, conduct self-service transactions or access DBS' products or Asia insights via iPads provided in the banking hall prior to being served at the Quick Serve counters. More in-depth customer engagement will take place at the ergonomically designed Consultation Pods.
Over the past few decades, DBS has successfully advocated the use of self-service banking such as ATMs, Cash Acceptance Machines (CAMs), and Cheque Deposit Machines. This convenience is now extended to SME banking customers with the launch of the first-of-itits kind Cash Bag Deposit Machine, co-created with a SME customer. With this innovation, SME customers no longer have to queue at the high counters to deposit their daily takings. This partnership speaks to the depth of relationship the bank has established with its SME customers over the years.
A key feature of the branch is the interactive wall at its entrance. The interactive MicroTile installation, the first in Asia, interacts with customers via motion. Customers can access thought provoking Asian insights, DBS' rewards or simply interact with the artificial intelligence, New Asia, to learn more about the bank. The installation is another interactive touchpoint DBS has identified to deepen engagement with its customers. The bank is a forerunner in building interactive online and mobile platforms that add value to its customers' daily life. DBS has the largest internet banking customer base with over 1.75 million iBanking users and boasts over 1 million downloads for its mobile applications (apps).
With deep insights on changing consumer preferences, the bank leads the industry in engaging customers through its comprehensive suite of mobile offerings, most recently with the first-of-its-kind DBS Rewards mobile app and the NFC virtual credit card, DBS One.Tap.
The future of work is collaborative
DBS Asia Central at MBFC T3 also raises the bar in workplace design in Asia. By coupling spatial design with effective change management, the bank established a living, collaborative workplace that fosters ideation amongst its employees. With greater efficiency and productivity facilitated by the consolidation of relevant teams under one roof, the bank is able to respond even more quickly to customers' needs in a fast growing Asia.
Over 4,800 DBS staff, more than 50% of DBS' staff in Singapore, are housed at DBS Asia Central. Within the workplace, vibrant Asian elements speak to DBS' heritage as an Asian bank and panoramic views of Singapore's new financial district further inspire staff to shape the future of banking.
In line with bank wide efforts to create customer value, DBS created social hubs to encourage interaction and foster stronger ties amongst its employees. These social hubs are at the heart of each floor, connecting staff as they share ideas over a cup of DBS Brew in this space inspired by the Asian marketplace, a place for commerce and exchange.
Staff based at DBS Asia Central at MBFC T3 can also hold discussions or enjoy refreshments at the stylish urban respite, The Exchange @ DBS Asia Central. There is also a flexible area for staff to engage in recreational activities such as yoga or dance classes.
The future of business is a force for good
In addition, at The Exchange, space has been set aside for a Social Enterprise Exchange that showcases the bank's support for social enterprises. DBS has earmarked SGD 1 million this year as project grants for social enterprises and, earlier this week, committed SGD 340,000 to four of them, A-changin, Adrenalin Events & Education, Aii and Bizlink Centre Singapore. These social enterprises create innovative and sustainable entrepreneurial solutions to meet social needs in a constantly evolving Asia.
DBS CEO Piyush Gupta said, "As an Asian bank, DBS is committed to banking the Asian way. Our new headquarters seeks to put customers at the heart of the banking experience, and to make banking simple, fast and delightful for our clients. We are very glad to be able to bring Asian service to life, be it in our branch, wealth centres or other customer touchpoints. At the same time, we are glad to be able to embed our support for social enterprises in the bank's DNA."
Multi-year, multi-market strategic occupancy programme
At over 600,000 square feet, DBS Asia Central at MBFC T3 is the largest corporate fit-out in Singapore and integrates the bank's customer-facing units, including consumer banking, institutional banking, treasury and markets and wealth management, under one roof. The move is a key milestone in the bank's regional strategic occupancy plan that was unveiled in 2007.
DBS' regional strategic occupancy model is based on a "front and hub" model. In Singapore, DBS had moved most of its technology, operations and support functions to DBS Asia Hub in 2010. DBS Asia Hub is one of the largest banking operations facilities at Changi Business Park.
DBS Chairman Peter Seah said, "As Singapore's largest and a leading bank in Asia, DBS epitomises the rise of Asia - with our energy, resilience and can-do spirit. We are deeply committed to Asia, and are well-positioned to support our customers as they realise their personal aspirations and business ambitions. The completion of our move to our new headquarters, DBS Asia Central at MBFC Tower 3, is timely as we continue to help our clients capture opportunities in the new Asia."
Last year, the bank inaugurated its new Taiwan headquarters in Shin Kong Xinyi Financial Center at the heart of Taipei's financial district. Earlier in 2010, the bank relocated its support units to DBS Taipei Hub located in the Nei Hu Technology Park and inaugurated the DBS Bank Tower in Shanghai's new financial district. DBS Hong Kong's operations was relocated to One Island East in Quarry Bay and the Millennium City 6 at Kwun Tong in 2009.