COGNITIVEBANKING

Hong Leong Bank Part­ners IBM to Trans­form its Cus­tomer En­gage­ment Model and In­ter­nal Op­er­a­tions

HWM (Malaysia) - - SMB -

Hong Leong Bank is now the first Malaysian bank to im­ple­ment IBM Wat­son to en­hance the cus­tomer sup­port for its credit card ser­vices. The cog­ni­tive learn­ing sys­tem would func­tion as an on­line cus­tomer self-ser­vice ad­viser, as well as an in­ter­nal ser­vice sup­port­ing the Bank’s call cen­ter ser­vice ad­vis­ers.

“Cog­ni­tive bank­ing builds upon the per­son­al­iza­tion and dig­i­ti­za­tion trends in bank­ing over the last decade. The fu­ture bank is knowl­edge driven and con­venes op­er­a­tions and of­fer­ings around its cus­tomers and their eco­nomic choices. This strate­gic part­ner­ship with Hong Leong Bank Ber­had al­lows them to an­tic­i­pate and re­spond to the chang­ing mar­ket; and trans­form the re­la­tion­ship be­tween the bank and its cus­tomers,” said Chong Chye Neo, Man­ag­ing Di­rec­tor, IBM Malaysia.

IBM Wat­son will also help in an­a­lyz­ing large vol­umes of data, in­clud­ing re­search re­ports, prod­uct in­for­ma­tion and cus­tomer pro­files, iden­tify con­nec­tions be­tween cus­tomers’ needs, and weigh the var­i­ous fi­nan­cial op­tions avail­able to the cus­tomers.

“Cus­tomers have come to ex­pect higher lev­els of in­te­grated and timely ser­vice, with an in­creas­ing need for ex­cep­tional phone and on­line ex­pe­ri­ence. We need to en­sure that our sys­tems are able to an­tic­i­pate cus­tomer needs so that we may proac­tively pro­vide so­lu­tions. The IBM Wat­son tech­nol­ogy pro­vides us this ad­van­tage by al­low­ing us to un­der­stand the con­text of cus­tomer needs and pref­er­ences, which will re­duce call wait­ing time and en­sure greater con­sis­tency and ac­cu­racy of in­for­ma­tion,” added Ed­ward Pinto, Chief Op­er­at­ing Of­fi­cer, Cus­tomer Ex­pe­ri­ence & An­a­lyt­ics, Hong Leong Bank.

Ac­cord­ing to a joint state­ment by the two com­pa­nies, this is only the ini­tial stage of a multi-year pro­gram.

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HWM

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FE­BRU­ARY 2016

(From left to right) Do­minic Mascrinas, Chief Op­er­at­ing Of­fi­cer, Group Strate­gic Sup­port of Hong Leong Bank; Ed­ward Pinto, Chief Op­er­at­ing Of­fi­cer, Cus­tomer Ex­pe­ri­ence & An­a­lyt­ics of Hong Leong Bank Ber­had; Chong Chye Neo, Man­ag­ing Di­rec­tor of IBM Malaysia; and Hong Kok Cheong, Coun­try Gen­eral Man­ager, IBM Soft­ware Group.

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