Crafting better banking journeys with omnichannel experiences

Committed to being the most customer-centric bank in the Philippines, Security Bank is guided by its brand promise: “Better Banking Begins Here.” In pursuit of this mission, Security Bank embarked on a journey to enhance its contact centre platform. Today, Security Bank is recognised as a banking leader in the Philippines — serving a diverse portfolio of retail, commercial, corporate and institutional clients.

Aspiring to curate superior experiences for external and internal customers, Security Bank moved away from an outsourced, Avaya-based contact centre and turned to Genesys for its future-ready capabilities.

“The versatility of the cloud-based model truly empowered us to be highly effective by helping us elevate our external customer experience and optimise our internal organisational processes,” said Lucose Eralil, Head of Enterprise Technology and Operations at Security Bank.

Harnessing the cloud for flexibility

Because of its minimal IT resource requirements, easy-to-use architecture and scalable infrastructure, the Genesys Cloud platform, hosted on Amazon Web Services, enabled better integration with the bank’s various systems.

“The cloud-based architecture model helped integrate major CRM and marketing solutions into one platform, providing improved visibility among contact centre agents and an overall better customer experience,” said Eralil.

Furthermore, its plug-and-play capabilities enable IT teams to selectively integrate the essential components into their platforms with minimal disruption, freeing up development resources for high-impact projects. But the most crucial factor in selecting the cloud-based contact centre was its ability to experiment while staying true to its security standards.

“The ability to innovate rapidly was impressive, but its ability to stay HIPAA and PCI compliant is what solidified our decision of utilising Genesys Cloud,” said Eralil.

Beyond its adaptability and agility, the platform also ensures interactions between the bank and customers occur seamlessly and within a secure environment.

Enabling a seamless omnichannel experience

“As a customer, it is important that we ensure your journeys remain efficient, irrespective of the channel,” said Eralil. “We aim to have customer journeys that realign themselves, depending on the channel people interact with.”

To deliver these consistent experiences, Security Bank prioritised creating a solution that could aggregate all customer insights in one location and track previous interaction histories seamlessly to enhance physical and digital services.

With the integration of the cloud-based architecture, agents in Security Bank can now receive customer interactions like voice calls, chats, text messages, emails and social media messages in real time — all captured within a single, consistent interface. This is further improved with actionable real-time data and predictive analytics, which empower agents to deliver personalised services tailored to each customer’s unique needs.

Keeping agents engaged and motivated

When the pandemic required a shift to a hybrid work model, Security Bank needed a solution to support a remote work environment. “Genesys offered a rapid response program that allowed us to migrate to work from home within a three to four-week timeline for all of our contact centres,” said Eralil.

With Genesys Workforce Engagement Management (WEM), the bank has improved the engagement of its staff. Scheduling and forecasting takes less time for management, while agents have more flexibility to adjust their schedules. Quality management tools, like speech and text analytics, have allowed Security Bank to assure compliance across interactions.

Security Bank also deployed a robust speech-enabled IVR system as the initial customer touchpoint. The IVR assists customers with routine queries, streamlines inbound and outbound flows, and improves efficiency. It saves agents’ time and allows them to focus on more complex tasks, ensuring high-quality customer interactions and directly improving the CSAT score.

Looking to the future

Security Bank is proactively embracing artificial intelligence (AI), focusing on generative AI, as part of its digital transformation initiatives. As the bank progresses toward a more integrated ecosystem, it envisions close collaboration with Genesys to harness its ever-evolving capabilities in delivering an exceptional service experience that customers can trust.