Delivering outstanding experiences and optimizing business performance

Affin Bank Berhad has over 6,400 employees and 110 branches. Its ethos of “Banking Without Barriers” communicates its goal to remove the boundaries and friction common in the banking process. The latter means reaching out to the customers, improving relationships with them, making each one of them feel privileged, and enhancing a new approach to banking and changing the face of conventional banking.

In recent years, Affin Bank Berhad aimed to adapt its contact center to changing customer needs. This meant upgrading to the right tools and processes to continue providing best-in-class customer experiences. As its customer base continued to grow, the bank wanted to transform the contact center to support email, SMS, chat and social media. And to realize these customer-centric aspirations, Affin Bank Berhad sought a seamless, easy-to-use omnichannel solution, powered by digital innovations at every customer touchpoint.

The all-in-one Genesys solution ticked all the boxes for Affin Bank Berhad. After implementing the solution, Affin Bank Berhad has leapfrogged the competition and established itself as one of the best contact centers in Malaysia — with Internet Protocol Virtual Private Network (IPVPN) and SIP integration.

Improving contact center functionalities

One of the key benefits Affin Bank Berhad has experienced is a tremendous reduction in integration efforts, resulting in quicker times to market. The bank shifted from a legacy environment to an agile suite with the all-in-one contact center platform in just 100 days, compared to the traditional six-to-eight-month timeframe.

“Affin Bank Berhad was presented with the Genesys Pioneer Award. This global recognition is a testament to the bank’s success in achieving a fast deployment,” said Datuk Wan Razly Abdullah Wan Ali, President and Group CEO of Affin Bank Berhad. “Since implementing Genesys, we managed to consistently meet our service levels. The volume of non-voice channels (live chat and social media interactions) have been showing an upward trend too.”

Another improvement Affin Bank Berhad realized was the ability to manage the call-routing strategy independently without relying on third parties. The bank now can make prompt decisions when enabling a remote workforce, a powerful flexibility that Genesys provided.

Enabling a seamless omnichannel experience

Delivering an omnichannel experience to customers is a central priority of Affin Bank Berhad that the Genesys solution meets. Not only did the bank require a partner with a state-of-the-art omnichannel solution, it needed one with substantive experience in the Asian market.

“We chose Genesys because what it could offer resonated with our vision toward the incorporation of omnichannel capability. Genesys offers an end-to-end omnichannel journey management, which is just the right fit for us,” said Wan Razly.

Before moving to Genesys, Affin Bank Berhad was using three disparate systems. The migration to a single telephony platform has made it possible to create a unified interaction recording depository with multichannel search functions. And that has improved staff efficiency.

“By continuously improving our services across channels, we not only interact with our customers on their channel of choice but also deepen our relationship with them, resolve issues quickly, and provide proactive guidance and advice,” he added.

Optimizing data-driven sales conversions

On the previous platform, staff would make sales calls to the customer repository that their database team provided — without a good understanding of customer needs. That led to low reach or conversion rates. The bank had limited data to perform analytics to help identify and target relevant profiles for each unique product offering.

The Genesys solution gives Affin Bank Berhad a 360-degree view of the customer, collating real-time interaction data from all channels and departments. This enables the bank to effectively integrate analytics into its campaigns — targeting the right segment, identifying the best day to sell specific products and knowing the best time to deploy — all while optimizing workforce management.

“With Genesys, telesales productivity has increased by 142% and YoY sales growth is up by 118%,” said Wan Razly.

Leveraging the Genesys predictive dialing capability, Affin Bank Berhad has seen tremendous results from its campaigns, including a jump in sales conversions. A recent campaign with only five telemarketers achieved 12% sales growth from the previous year. The campaign recorded the largest contribution to the bank’s sales, bringing in a revenue of RM25.6 million.

“With this good foundation, our contact center can tap into the Genesys technology to further move our bank from a place for transactions to a place for relationship building,” concluded Wan Razly. Together, Affin Bank Berhad and Genesys are taking omnichannel customer engagement to a whole new level, meeting customer expectations efficiently, effectively and smoothly.

Affin Bank Berhad is the financial holding company of Affin Islamic Bank Berhad, Affin Hwang Investment Bank Berhad, Affin Moneybrokers Sdn Bhd and AXA AFFIN Life Insurance Berhad, whereas AXA AFFIN General Insurance Berhad is an associate company of Affin Bank Berhad.