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Maybank Singapore Deploys Microsoft Dynamics CRM

By Anuradha Shukla
TMCnet Contributor

The focus on new technologies in service situations is growing particularly in financial and banking services sector. These new technologies, such as Customer Relationship Management (CRM) systems, can help organizations and businesses manage customer interaction more effectively.

The Singapore operations of Maybank, a major financial service group in Malaysia has been able to meet major banking customer challenges through key business benefits from the implementation of Microsoft Dynamics CRM.

The main objective behind implementation of Maybank Singapore's customer relationship management was to set up a single view of customer information and automate workflow processes to improve service fulfillment, sales/campaign operations and incident management across the bank.

This implementation of a CRM system in Maybank Singapore has helped the bank to improve key processes and service by enhancing the customer experience and operational efficiency. Microsoft (News - Alert) Dynamics CRM implementation has collaboration capability that enabled the bank to effectively harness the operational synergy between various units to improve sales and service standards.

Lim Kuo Siong, head of IT & eBusiness, Maybank Singapore said that this CRM solution has equipped their front-line and middle-office users with accurate customer insights.

Siong expects 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.

The implementation of Microsoft Dynamics CRM helped Maybank Singapore addresses several front-end sales and service process challenges that include 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.

Joe Pagano, managing director of banking and capital markets for the Worldwide Financial Services Industry Group at Microsoft noted that Maybank Singapore's CRM success demonstrates the power of the connected customer experience in banking.