The Singapore operations of Maybank, the largest financial services group in Malaysia, has been able to meet major banking customer challenges through business benefits from the implementation of Microsoft Dynamics CRM.
The key objective of Maybank Singapore’s customer relationship management (CRM) system implementation was to establish a single view of customer information and automate workflow processes to improve service fulfilment, sales/campaign operations and incident management across the bank.
The implementation of a CRM system in Maybank Singapore helps drive business excellence by improving key processes and service offerings that enhance the customer experience and operational efficiency. The most distinguishing feature of this Microsoft Dynamics CRM implementation is its collaboration capability that enabled the bank to effectively harness the operational synergy between various units to improve sales and service standards.
“Equipping our front-line and middle-office users with accurate customer insights and a holistic view of the customer’s relationships with the bank will not only bring about better targeted-selling and relationship-building but also help reduce possible operational risks,” said Lim Kuo Siong, head of IT and e-business, Maybank Singapore. “The implementation of our Microsoft Dynamics CRM solution has helped us to meet our service excellence goals. The project has finally allowed us to automate many sales and service fulfilment activities between our front-end service channel and our middle-office support units, thereby taking our operational efficiencies to higher levels and reducing service turnaround time in meeting our customer requests, customer feedback and sales fulfilment objectives.”
The implementation of Microsoft Dynamics CRM helped Maybank Singapore address a number of front-end sales and service process challenges. These challenges included the manual distribution and tracking of sales leads and marketing lists assigned to front-end sales personnel and an inconsistent view of customers as front-liners and middle-office users had access to different systems for customer information. The bank also needed the visibility for the escalation and tracking of customer service requests, which could cause long turnaround times for inter-department investigation and resolutions relating to user inquiries or feedback.
With the implementation of its C-Portal for Microsoft Dynamics CRM, Maybank Singapore was able to address these challenges. Microsoft Dynamics CRM helped the bank achieve its single-customer view objective by establishing real-time as well as synchronised batch-integration of critical customer and account data from its bank-wide customer information file and core-banking systems. The bank also was able to improve collaboration and reduce turnaround time between front- and middle-office units for service fulfilment through the implementation of automated service-request workflows and escalation capabilities. In addition, improved incident management capabilities of the bank through efficient and visible incident reporting, escalation and follow-up reduced the turnaround time for investigation and resolution of reported incidents.
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