Today’s digital customers expect simpler and more seamless experience. Banks all over the world, including Thailand are re-imagining the core customer journeys from prospecting to negotiation to onboarding and finally to fulfillment. This can be done by complete digitalization in the way banks operate – including all processes as well as the internal culture. A system of engagement is the need of the hour which can bridge the gap between the system of records (core banking) and system of interaction (front-end channels). This allows banks to abstract the data and cull insights out of them enabling them to provide more precise offers to their customers thereby increasing trust and stickiness.