Malaysia’s AFFINBANK wanted to create a seamless, easy-to-use digital proposition across all customer touchpoints. It needed to make sure it offered a user-friendly and helpful services to its customers. The bank also wanted to ensure enquiries and issues encountered were resolved in the shortest time possible with no hassle.
Previously, the AFFINBANK Call Centre relied solely on voice channels. This limited the ability of the bank to serve customers across digital channels, impacting the speed and convenience of service. It also hindered the bank’s ability to retain customers in the long run.
Other challenges included slow issue resolution times by service agents, causing customer frustration as well as increasing difficulties in effectively measuring Key Performance Indicators (KPI).
Modernising customer touchpoints
To this end, the bank implemented the Genesys Engage Platform.
In a Genesys press release, AFFINBANK claimed it was able to lower its operational costs, improve telesales capability by 50%, and reduce the average call abandonment rate by 40%.
According to a Genesys spokesperson, one of the major requirements and challenge was to go live in 100 days. “AFFINBANK, Genesys and our partner managed to achieve this challenge and successfully fulfilled AFFINBANKS’s wish in phase 1. After that we incorporated further digital add-ons in phase 2 and 3 over a year-plus period,” he added.
The new solution has expanded engagement channels to include email, web chat, and social media, in addition to traditional phone calls. This has enabled the Bank to efficiently manage support experiences, creating opportunities to better serve and deepen relationships with its customers.
According to Datuk Wan Razly Abdullah Wan Ali, president and group chief executive officer at Affin Bank, the upgrade has enabled the bank to interact with the customers via the channel of their choice.
This has deepened its relationship with customers using data-driven insights that strengthens its commitment to customer-centricity and personalised service.
Customer experience evolving
According to the Forrester’s Customer Experience (CX) Index report, 2020 saw an increase in the number of companies improve their adoption of CX competencies.
“Advancers have determined what really matters to their customers, identified projects to improve important experiences, prioritised the efforts with the biggest potential upside for customers an the business, and then trained their employees (and gave them new tools) so that they could deliver the right experiences consistently,” said Forrester.
