Affin Bank goes omnichannel with Genesys

Affin Bank in Malaysia 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 Engage platform. 

Since the implementation of Genesys Engage, Affin Bank was able to lower its operational costs, improve telesales capability by 50%, and reduce the average call abandonment rate by 40%.

Affin Bank now 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.

Before the implementation of Genesys Engage, the Affin Bank 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.

Recognising the growing customer preference, Affin Bank expanded its call centre technology to interact with customers through the digital channels of their choice, aiming to drive positive and consistent experiences.

The Genesys Engage platform, a full suite of omnichannel capabilities coupled with an Interactive Voice Response (IVR) self-service solution, helped Affin Bank to streamline its call centre operations. 

In addition to reducing turnaround time, other benefits included better performance management, improved efficiency, simplified processes, and enhanced customer visibility.

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 Affin Bank registering a significant spike in telesales, setting a record for the bank.

Wan Razly Abdullah Wan Ali, president and group CEO at Affin Bank,said that by providing a seamless omnichannel experience, they are not only able to interact with customers on the latter’s channel of choice, but also deepen the relationship through the use of data-driven insights.

“In today’s digital economy, businesses need to be able to seamlessly serve their customer base across multiple channels by accelerating their digital transformation agenda,” said Gwilym Funnell, SVP and general manager at Genesys Asia-Pacific.