Article at a glance:

Build-to-order banking in Asia

The steadily growing market for personal financial services in Asia's emerging economies is creating plenty of opportunities for providers. Why should Asian banks worry? Precisely because previous competitive successes have left most of them complacent—and because many lack the customer skills to hold their lead in an increasingly tough marketplace.

The take-away

The days when a bank in an emerging Asian market could thrive by offering a "one-size-fits-all" service are fast passing. To succeed, the region's banks will have to take a page from financial institutions in developed markets and manage individual customers, customer segments, products, and channels in ways specific to them.