Noting the vagaries of consumer behaviour, Mr Chew Yung Jin, senior vice president of DBS' consumer banking group, said that they are focused to "improve the customer experience through multiple touch points, whether it's digital or non-digital". "We cover almost five million customers in our base. Therefore, we have to cater to the digitally-savy and the non-digitally savvy, across multiple income segments. "For example, we are the first bank in Singapore to launch the SMS queue management system, which allows customers to SMS for their queue numbers. The system removes the queues and saves our customers' time." Mr Chew, who is also the Head of Card Products Cards and Unsecured Loans, said: "We recognise that the market is heating up with FinTechs coming in. Non-bank players are upping their ante in digital offerings. They are taking away pieces of the value chain, specifically for the banks.