Ajmal Khan Adam Ashraf

Ajmal Khan is a transformation leader with over 20 years of experience across banking, telecommunications and technology, spanning customer experience, digital transformation, platform modernisation and enterprise technology. He currently leads CRM transformation and digital and AI enablement at RHB Banking Group, with a focus on using customer insight, technology and AI to create more seamless, personalised and outcome-driven experiences.

Throughout his career, Ajmal has led large-scale transformation programmes, developed CX and digital strategies, modernised complex legacy environments and built new organisational capabilities and centres of excellence. His experience bridges both business and technology, with a strong emphasis on translating transformation into tangible customer and business outcomes.

Ajmal brings a practical perspective on how banking CX is evolving beyond channels and service interactions towards deeper customer understanding, intelligent orchestration and proactive engagement — and how banks can translate better experiences into stronger relationships, loyalty and sustainable growth.