MEDIA RELEASE PR39195
Maybank Singapore Boosts Its Customer Sales and Service Standards With Microsoft
Technology
SINGAPORE, Apr. 20 /PRNewswire-AsiaNet/ --
Microsoft Dynamics CRM helps Maybank Singapore drive business excellence
through a stronger connected customer experience and improved operational
efficiency.
Microsoft Corp. today announced at Asian Banker Summit 2010 that the Singapore
operations of Maybank, the largest financial services group in Malaysia, has been
able to meet major banking customer challenges through key 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 fulfillment, sales/campaign operations
and incident management across the bank.
The implementation of a CRM system in Maybank Singapore is a key capability to
help 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 & eBusiness, 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 fulfillment 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 fulfillment 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
synchronized 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 fulfillment 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.
"By connecting systems that drive new operational efficiencies, Microsoft
Dynamics CRM helped Maybank Singapore to increase transparency and accelerate
innovation enterprise-wide," said Joe Pagano, managing director of Banking and
Capital Markets for the Worldwide Financial Services Industry Group at Microsoft.
"Maybank Singapore's CRM success demonstrates the power of the connected customer
experience in banking. The robustness and flexibility of Microsoft Dynamics CRM helps
Maybank Singapore in its pursuit of customer service excellence year after year."
Microsoft Dynamics CRM also enabled efficient collaboration between the bank's
marketing and sales units through automated workflows and improved pipeline
visibility for tracking sales and service fulfillment to boost sales and meet the
high level of customer expectations.
Maybank Singapore's decision to automate its incident and compliment management
processes in Microsoft Dynamics CRM has brought about wide-ranging benefits to the
bank beyond dollars and cents. Reducing turnaround times for complaint resolution and
enabling quick staff recognition are two intangible benefits that contributed to the
increase in customer satisfaction levels and improved staff morale since the system's
implementation.
"This is a new era where corporations are reassessing their institutional
relationships and transferring accounts is easier than ever before," said Steven
Murphy, research director, Wholesale Banking, TowerGroup. "Financial service
institutions must be cognizant of their own need to make clients' lives easier.
Service is a key differentiator and clients expect access to all client account
relationships at any time across multiple channels."
"The industry knows and has experienced that complex integration projects like
CRM not only require the right people, but the right tools to make it a success,"
said Lim. "Microsoft Dynamics CRM and its robust .NET platform enabled us to simplify
the huge and complex integration works across various host systems from IBM AS/400-,
Windows- and Unix-based platforms and meet the goal of achieving 'single customer
view' in the shortest time possible."
The strong integration features and technical interoperability of the Microsoft
Dynamics CRM solution and Windows operating platform allowed Maybank Singapore to
reuse existing components and complete the development of all back-end integrations
across multiple core-banking systems, EAI (message broker), Microsoft Exchange Simple
Mail Transfer Protocol, Short Message Service gateway and the Active Directory with
ease. This allowed the project team to focus on the front-end customization works and
successfully complete the project on time and within budget.
About Microsoft in Financial Services
Microsoft's Financial Services Group provides software that helps financial firms
transform the customer, employee and operations experience so they can maximize
opportunities for increased market share and profitability. Microsoft software helps
empower people and IT staff within financial firms - and across key focus areas such
as advisor platforms, channel renewal, insurance value chain, enterprise risk
management and compliance, and payments. Through a combination of Microsoft- and
partner-provided solutions, customers enable their employees to turn data into
insight, transform ideas into action and turn change into opportunity. More
information about Microsoft's Financial Services Group can be found at
Founded in 1975, Microsoft (Nasdaq: MSFT) is the worldwide leader in software,
services and solutions that help people and businesses realize their full potential.
SOURCE: Microsoft Corp.
CONTACT: Wendy Grover of Microsoft,
+1-425-705-7609,
wegrover@microsoft.com;
or Amy Kester of Metia,
+1-732-991-0870,
amy.kester@metia.com,
for Microsoft Corp.
NOTE TO EDITORS: For more information, news and perspectives from Microsoft,
telephone numbers and titles were correct at time of publication, but may have
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