Feedback in Real Time: How APS Bank Malta Turned Smiles into Strategy and Raised Customer Satisfaction

In today’s hyperconnected world, customer experience can make or break a brand—especially in the financial sector, where trust and service quality go hand in hand.

APS Bank’s century-strong presence in Malta continues to evolve with customer experience at the heart of its mission. I Photos APS Bank:

Malta’s APS Bank, a century-old institution with deep roots in community service, has embraced this truth with open arms—and open ears. Their secret weapon? A deceptively simple yet powerful tool that turns customer sentiment into actionable insights in real-time: HappyOrNot.

Since implementing HappyOrNot’s signature Smiley Touch feedback kiosks, APS Bank has boosted its Happy Index score by 3 points, rising from an already admirable 89 to an exceptional 92.

This improvement isn’t just a number—it reflects a culture shift toward agility, transparency, and relentless pursuit of excellence in customer service.

“With HappyOrNot, we have been able to react immediately and continuously improve our customer experience. The increase in our Happy Index is proof of that,” said Scott Lee Holloway, Head of Customer Experience at APS Bank.

A Century-Old Bank Embracing Modern CX

Founded over 100 years ago, APS Bank is one of Malta’s oldest and most respected financial institutions.

Known for its community-centric mission—advancing social, economic, and environmental progress—the bank has steadily evolved its services to meet the needs of a growing and increasingly diverse client base.

As APS expanded, it faced a new challenge: ensuring service consistency across all 12 branches, while gaining a granular understanding of customer satisfaction and pain points.

“We needed a scalable solution to gather actionable insights without overwhelming our customers,” Holloway explained.

A Simple Touch, A Strong Signal

The journey with HappyOrNot began in 2022 with a pilot of its Smiley Touch touchscreen kiosks at two APS branches. The response was overwhelmingly positive. Customers appreciated the intuitive design, and the bank saw immediate value in the real-time data captured.

Shortly after, APS Bank rolled out the system to all 12 branches, placing feedback terminals at key touchpoints, including public service counters.

On average, APS now collects around 2,500 feedback responses each month, providing a rich dataset to analyze trends, respond to concerns swiftly, and spot opportunities for improvement.

Real-Time Feedback, Real-Time Action

The key to APS Bank’s success lies not just in collecting data—but in responding to it immediately. With HappyOrNot’s analytics platform, the bank can monitor performance at the branch level, identify fluctuations, and act accordingly.

Real-time alerts notify management of sudden dips in satisfaction, allowing for rapid course corrections that customers can feel instantly.

The ability to benchmark performance against other financial institutions globally—thanks to HappyOrNot’s vast network of feedback data—adds further value, giving APS a clearer perspective on where it stands and how it can grow.

“The solution allows us to benchmark against other providers in our sector, offering valuable perspective and serving as a useful tool to identify areas for improvement and drive meaningful change,” said Holloway.

Building Morale and Closing the Feedback Loop

But this isn’t just a tech story—it’s a human story. APS Bank has translated its HappyOrNot results into quarterly awards for best-performing and most-improved branches, fueling healthy competition and staff motivation.

Internally, the bank’s Voice of the Customer team uses the data to guide CX strategy. Externally, APS ensures transparency by displaying satisfaction scores on in-branch digital screens—closing the feedback loop with customers and showing them that their voices truly matter.

“We proudly showcase the results on our in-branch digital screens. It’s a way of closing the loop with our customers, showing them that their feedback is listened to and valued,” Holloway added.

The Future of Customer-Centric Banking

APS Bank’s approach is a masterclass in how traditional institutions can evolve by listening smarter, acting faster, and placing customer feedback at the core of their operations.

With a 3-point jump in their Happy Index and a dynamic feedback system in place, the bank is well-positioned to meet future customer needs with empathy, insight, and precision.

As more financial institutions look for ways to modernize the customer journey, APS Bank stands as a shining example that sometimes, all it takes to build loyalty is a smile—and the courage to listen to it.