The
Google reviews
for CIMB Singapore’s sole branch at Raffles Place tell a consistent story. Across hundreds of comments, customers praise staff who are not only professional and efficient but also go the extra mile to resolve issues while maintaining a positive attitude.
One name appears repeatedly: Ms Sonia Ashok Menon. For Ms Sonia, 36, every customer represents more than just a transaction – they are individuals with unique needs. Three years into her role with the bank, she still remembers the diverse customers and requests she has handled.
There was the regular customer who insisted on waiting through Ms Sonia’s lunch break, wanting only her assistance to cash a cheque. Then there was the elderly couple who were so appreciative after she helped expedite their joint account opening that they returned with coffee and cakes as a thank-you gesture.
Even routine interactions with younger customers often evolve into conversations about their regional travels and what motivated them to choose CIMB for their banking needs.
“I am a people person. In this job, you not only get to meet people, but also help with their different requests. No two days are the same, and it’s exciting,” says Ms Sonia.
At CIMB, staff combine efficiency with empathy to deliver service from the heart.
PHOTO: CIMB
In an era where digitalisation has redefined almost every aspect of life, good customer service can help banks like CIMB strike a fine balance between achieving efficiency and preserving empathy.
According to Ms Sonia, the secret to it is “not to chase trends, but to master the fundamentals”. The bank is also committed to building a culture of customer service excellence as guided by its EPICC values, which stand for enabling talent, passion, integrity and accountability, customer-centricity and collaboration.
Says Ms Merlyn Tsai, head of consumer banking and digital, CIMB Singapore: “That means we focus on what does not change: the fact that customers want banking to be safe, reliable, simple and meaningful.
“It is about being present in everyday interactions and in the moments that matter, making sure our customers feel understood, supported and in control. Whether it is a physical branch interaction or a digital experience, these expectations guide how we design every journey.”
This approach has earned recognition, with CIMB featuring in
Singapore’s Best Customer Service 2025/2026 list
, as surveyed by Statista and The Straits Times.
Customer service representatives like Ms Sonia receive regular training to stay current with the bank’s latest products and to sharpen their customer relations skills.
For her, mastering the basics simply means being an attentive listener – a skill that has proven invaluable, whether she is defusing a customer’s frustration or just brightening someone’s day.
“When a customer is unhappy, I let them voice their frustrations. It helps me better understand the root cause of their unhappiness, so I can offer more effective solutions,” she explains.
She finds that even small gestures – such as asking about a customer’s day or whether they have eaten – can significantly improve interactions.
“Our supervisor always reminds us to put ourselves in the shoes of customers. It’s only then that we can truly empathise with them and be proactive in finding solutions to their problems.”
Located in the heart of the Central Business District, CIMB Plaza is home to CIMB’s Singapore operations.
PHOTO: CIMB
CIMB’s customer-centric ethos is also embedded in every facet of the bank’s operations – extending well beyond its frontline service staff.
An example is its
CIMB Clicks mobile app
, which offers customers instant access to a suite of solutions – from Unit Trust and Fixed Deposits to Instant Financing – with self-service flexibility.
Curated and timely prompts on promotional deposits, credit card deals and digital security awareness keep customers connected to their financial goals, while ensuring that every experience is deeply personalised.
According to CIMB, the app’s speed, transparency and seamless banking experience also caters to its customers with Asean banking needs, whether for family remittances or managing overseas investments.
And even as the bank leverages automation to speed up processes, the bank says that it is critical that the automation augments, and not replaces, the human touch.
Its chatbots, for example, manage routine queries so that employees can focus on complex and emotional matters, where empathy and judgment are irreplaceable. Even when automation is involved, CIMB trains it to reflect the bank’s service tone and values.
Ms Sonia, who has customers pop by the branch just to say hello even when they do not have banking requests, believes that it is the human touch that makes the key difference in customer service.
“Good customer service is born out of passion. If you are passionate about customer service, you can make a real difference – even if it’s as simple as greeting customers with a smile.”
For more information on CIMB’s products and services, please visit
cimb.com.sg
.
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