New Digital Experiences for AFFINBANK Customers Result in Faster, More Effective Service
AFFINBANK builds deeper customer relationships, lowers operational costs, improves telesales capabilities and reduces average call abandonment rate using Genesys customer experience platform
Genesys®, the global leader in cloud customerexperience and contact centre solutions, today announces a successful partnership with AFFINBANK, one of the largest banks in Malaysia. AFFINBANK is working with Genesys to transform its customer experience (CX) capabilities for a digital audience by realising its vision of omnichannel delivery through the Genesys Multicloud CX™ platform. Since the implementation of Genesys Multicloud CX, AFFINBANK was able to lower its operational costs, improve telesales capability by 50%, and reduce the average call abandonment rate by 40%.
Now, AFFINBANK offers customers access to seamless, easy-to-use digital channels, including email, web chat, and social media, in addition to traditional phone calls. This has enabled the Bank to more efficiently manage support experiences, creating opportunities to better serve and deepen relationships with its customers.
Modern Audiences Accelerating the Need for Digital Transformation
Before the implementation of Genesys Multicloud CX, 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. This hindered the bank’s ability to retain customers in the long run. Other challenges experienced by AFFINBANK included slow issue resolution times by service agents, causing customer frustration as well as increasing difficulties in effectively measuring Key Performance Indicators (KPI).
Recognising the growing customer preference, AFFINBANK expanded its call centre technology to interact with customers through the digital channels of their choice, aiming to drive positive and consistent experiences.
Enhancing Omnichannel Capabilities with Genesys Multicloud CX
AFFINBANK knew creating a seamless, easy-to-use digital proposition across all customer touchpoints was vital to providing user-friendly and helpful services to its customers. The bank also aimed to ensure enquiries and issues encountered were resolved in the shortest time possible with no hassle.
The Genesys Multicloud CX platform, a full suite of omnichannel capabilities coupled with an Interactive Voice Response (IVR) self-service solution, helped AFFINBANK to streamline its call centre operations. In addition to reducing turnaround time, other benefits included:
Better Performance Management – Agents were able to monitor their individual performance in ‘real-time’, allowing them to identify areas for improvement
Improved efficiency – A single interaction recording depository with comprehensive search functions, facilitating call follow-ups and continuity among agents across multiple sites or interactions
Simplified Processes – Calls can be easily re-routed without third party dependency
Enhanced Customer Visibility– Collection of customer data that is analysed for actionable insights to improve customer experiences and retention
Impactful Customer Experiences for the Digital Age
On implementing the platform, AFFINBANK has leapfrogged the competition and established itself as one of the best contact centres in Malaysia with Internet Protocol Virtual Private Network (IPVPN) and Session Initiation Protocol (SIP) integration.
Operationally, Genesys also helped the bank elevate its sales efforts by increasing the number of attempts to dial out for telemarketing purposes using its softphone capabilities. This led to AFFINBANK registering a significant spike in telesales, setting a record for the bank.
“The partnership with Genesys has enabled us to serve our customers more effectively and efficiently. Our industry-leading contact centre has moved beyond a mere transactional platform, today representing a conduit for relationship building. By providing a seamless omnichannel experience, we are not only able to interact with customers on their channel of choice, but also deepen our relationship with them through the use of data-driven insights that strengthens our commitment to customer-centricity and personalised service. We are constantly raising the bar in our customer experience strategy to retain and attract more customers,” said Datuk Wan Razly Abdullah Wan Ali, President and Group Chief Executive Officer at Affin Bank Berhad.
“In today’s digital economy, businesses need to be able to seamlessly serve their customer base across multiple channels by accelerating their digital transformation agenda. Genesys is honoured to have had the opportunity to work with a like-minded partner such as AFFINBANK, a third time recipient of the Genesys Customer Innovation Award which is a reaffirmation of their commitment to customer experience. We look forward to deepening our collaboration with AFFINBANK as it continues to push boundaries and keep in step with evolving market and customer demands in a digital economy,” said Gwilym Funnell, Senior Vice President and General Manager at Genesys Asia-Pacific.
About Genesys
Every year, Genesys® delivers more than 70 billion remarkable customer experiences for organisations in over 100 countries. Through the power of the cloud and AI, our technology connects every customer moment across marketing, sales and service on any channel, while also improving employee experiences. Genesys pioneered Experience as a ServiceSM so organisations of any size can provide true personalisation at scale, interact with empathy, and foster customer trust and loyalty. This is enabled by Genesys CloudTM, an all-in-one solution and the world’s leading public cloud contact center platform, designed for rapid innovation, scalability and flexibility. Visit www.genesys.com/en-sg.
