New Digital Experiences for AFFINBANK Customers Result in Faster, More Effective Service

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:

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.