Affin Bank

Omnichannel capability transforms customer experience for leading Malaysian bank

As one of the largest banks in Malaysia, Affin Bank Berhad provides a full suite of financial products and services that is catered to both retail and corporate customers. Struggling with outdated technology, Affin Bank confidently chose the Genesys® PureEngage™ platform to transform their customer experience—making their vision of omnichannel a reality. Since implementing Genesys, Affin Bank is now recognised as a leader of contact centre technology in Malaysia.


  • Improved telesales capability by 50%
  • Reduced average abandon rate by 40%
  • Lowered operational costs

The Omnichannel experience is the key differentiator and Genesys provides holistic solutions that cover all platforms - mobile and web, in which a seamless customer experience is created to tremendously elevate customer satisfaction.

Idris Abd Hamid, Director of Consumer Banking, Affin Bank Berhad, Malaysia

Esource thumb affinbank


  • Outdated system without omnichannel capability
  • Difficulty measuring KPIs
  • Slow issue resolution times causing customer frustration

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