MAYBANK SINGAPORE BOOSTS SALES AND SERVICE STANDARDS WITH MICROSOFT TECHNOLOGY

By Zakaria Abdul Wahab

SINGAPORE, April 19 (Bernama) -- Maybank Singapore has been able to meet
major banking customer challenges through key business benefits from the
implementation of Microsoft Dynamics customer relationship management (CRM)
system, a banking summit was told Monday.

Announcing this at the Asian Banker Summit 2010 here, Microsoft Corp said
through the CRM system, Maybank Singapore was able to help drive business
excellence by improving key processes and service offerings that enhanced the
customer experience and operational efficiency.

Microsoft said Maybank Singapore's CRM system implementation was to
establish a single view of customer information and automate workflow processes
to improve service fulfillment, sales or campaign operations and incident
management across the bank.

The company said the most distinguishing feature of this Microsoft Dynamics
CRM implementation was its collaboration capability that enabled the bank to
effectively harness the operational synergy between various units to improve
sales and service standards.

Maybank Singapore's information technology and e-business head Lim Kuo Siong
said the system had helped the front-line and middle-office bank officials to
have accurate customer insights and a holistic view of the customer's
relationships with the bank which had not only brought about better
targeted-selling and relationship-building but also helped reduce possible
operational risks.

The implementation of the CRM had helped the bank to meet its service
excellence goals as the system finally allowed it to automate many sales and
service fulfillment activities between its front-end service channel and the
middle-office support units, Lim said.

This also helped the bank to take its operational efficiencies to higher
levels and reduce service turnaround time in meeting customer requests, customer
feedback and sales fulfillment objectives, he added.

Microsoft's worldwide financial services industry group banking and capital
markets managing director Joe Pagano said "by connecting systems that drive new
operational efficiencies, Microsoft Dynamics CRM helped Maybank Singapore to
increase transparency and accelerate innovation enterprise-wide".

Maybank Singapore's CRM success demonstrated the power of the connected
customer experience in banking, Pagano said, adding that the robustness and
flexibility of the CRM helped the bank in its pursuit of customer service
excellence year after year.

-- BERNAMA