Genesys Partners with AFFINBANK to Transform CX capabilities

Genesys®, the global leader in cloud customer experience and contact centre solutions, announces a successful partnership with AFFINBANK, one of the largest banks in Malaysia to transform its customer experience (CX) capabilities for a digital audience by realising its vision of omnichannel delivery through the Genesys Engage™ platform.

Genesys Customer Innovation Awards – Syed Faizal, Head of Digital Banking and Project Director, AFFINBANK (L) and Tony Bates, CEO, Genesys (R)

Before the implementation of Genesys Engage, 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.

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.

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.

(This content is surmised from a press release)