The winning bank overhauled its transaction notification services to be a proactive chat-based financial buddy to improve user engagement and drive customers towards better financial health, providing attainable financial goal for its them. The bank introduced several digital initiatives such as integrating AI-driven reminders, building a preference portal to proactively capture customer’s needs, providing personalised financial insights, and investment portfolio performance. As a result, the bank recorded more than 70% growth of engaged users within six months of its launch. Its personalised insights saw average like rate of almost 90% with click rate eight times higher than average marketing campaign.

For providing a well-run customer relationship management that promotes customer loyalty and retention initiatives, the Best Frictionless Customer Relationship Management Initiative in Thailand is Siam Commercial Bank, ‘SCB Connect.’