Editorial

Bank of Ayudhya and Salesforce awarded Best Branch Digitisation Initiative, Application or Programme at Thailand Financial Technology Innovation Awards Programme 2019

By The Asian Banker

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  • Krungsri Bank revamped customer relationship management at branches with integrated data and behaviour analytics for improved sales management process.
  • The cloud based system resulted in increased leads and referral, facilitated real time monitoring of customer incidents and requests
  • The sales fulfillment improved by 33% and customer conversion up by 15%

Bangkok May 31st 2019–Bank of Ayudhya (Krungsri) and Salesforce were awarded Best Branch Digitisation Initiative, Application or Programme at Thailand Financial Technology Innovation Awards Programme 2019. The awards ceremony was held in conjunction with The Future of Finance Summit, the foremost annual meeting for decision makers in the financial services industry in the Asia Pacific region, held at the Shangri-La, Bangkok on May 31st 2019.

BOA-Krungsri

Standing from left: Neeti Aggarwal, Senior Manager Research, The Asian Banker; Viroj Jearanaiphaisan, Senior Vice President, Multi-Channel Program Management Department, Bank of  Ayudhya; Ms. Arisa Punyakittiwat, Executive Vice President of Branch Effectiveness Division, Bank of Ayudhya; David Gyori, International Resource Director, The Asian Banker; Richard Hartung, International Resource Director, The Asian Banker.

Krungsri Bank revamped customer relationship management at branches with integrated data and behaviour analytics for improved sales management process.

Krungsri Bank sought to integrate customer information and improve its sales management process. It implemented ‘Smart Experience’ project using technology platform provided by Salesforce to simplify branch customer experience, single view of customer, lead and sales management and revamped customer relationship management (CRM). The system included key CRM application supporting omni-channel, digital banking architecture, centralised customer information and interaction and supporting analytics.

The cloud based system resulted in increased leads and referral, facilitated real time monitoring of customer incidents and requests

The system improved customer experience by centralising 360 degree view of customer information, integrated customer interaction and customer interaction history across channels ensuring no duplicate offers, and provides relevant sales insights to branch staff based on customer behaviour analysis. The system improved sales management within the bank by increasing lead and referrals for different business segments and ensuring rights campaigns.
The system also enabled monitoring and tracking of sales performance at branches with real time reports to relevant senior executives in branches as well as head office. The cloud based system was integrated through open application programming interface architecture within the bank and achieved an uptime of 99.3% and performed three times faster.

The sales fulfilment improved by 33% and customer conversion up by 15%

Following the implementation of automation of sales process the bank witnessed growth of 33% in sales fulfilment and the customer conversion increased by 15%. With increased automation the errors as well as the time required to train staff at branches dropped. Overall the system resulted in improved efficiency and improved customer experience with the bank.

About The Asian Banker

The Asian Banker is the region’s most authoritative provider of strategic business intelligence to the financial services community. The Singapore-based company has offices in Singapore, Malaysia, Manila, Hong Kong, Beijing, and Dubai, as well as representatives in London, New York, and San Francisco. It has a business model that revolves around three core business lines: publications, research services and forums. The company’s website is www.theasianbanker.com

You may visit the Financial Technology Innovation Awards gallery a t https://www.facebook.com/pg/TheAsianBanker/photos/?tab=album&album_id=10157263171314804&ref=page_internal   

For further information on the collaterals for winning banks, please contact:

Mr. Alfred Labicassi
The Asian Banker
Email: alabicassi@theasianbanker.com



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