Kasikornbank Public Company Limited wins at Asian Experience Awards 2026

The company simplified mortgage refinancing processes through data analytics and streamlined document submission.

Kasikornbank Public Company Limited (KBank) won Thailand Customer Experience of the Year - Banking in the Asian Experience Awards 2026.

In Thailand, mortgage borrowers can refinance without incurring a prepayment fee after three years. As interest rates declined, refinancing demand increased. KBank responded by introducing a customer experience initiative driven by predictive machine learning, journey optimisation, and data-driven operations.

To improve customer targeting, data scientists applied machine learning models across a database of millions of customers. The resulting leads produced higher application submission rates than non-modelled profiles. These customers then entered a specialised programme operating under controlled credit lines.

The bank also simplified application procedures to enhance customer convenience. By implementing a dynamic 'No Doc' concept, required submission documents were reduced to as little as one-third of the usual requirements. This allowed customers to finish their submissions faster. To handle increased volume, dedicated risk-based approval lanes allocated underwriters according to case complexity. This approach secured higher application success rates and earned stronger customer trust, translating directly into market share expansion. Importantly, this growth was achieved alongside enhanced portfolio quality, with credit risk decreasing whilst operational efficiency increased. The bank reduced its refinance 30-day past-due rates by almost half, proving that enhanced service delivery can coexist with strong asset quality.

Beyond improving customer targeting and process efficiency, the bank also focused on supporting front-line execution. KBank equipped product specialists with specialised analytical dashboards, connecting sales and underwriting workstreams to enable timely decision-making with confidence. A dedicated triage engine prioritised cases by specific criteria, allowing the bank to recover refinance applications previously at risk of technical rejection or customer cancellation due to case complexity.

The Asian Experience Awards recognises the ingenious initiatives of creative companies delivering meaningful customer experiences. It applauds unique, standout, and innovative experience initiatives launched for clients, potential customers, or employees.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact the awards team at +(65) 3158 1386 or [email protected].