Affin Bank’s digital transformation projects receives Malaysia Technology Excellence Awards 2022 | Asian Business Review

Affin Bank’s digital transformation projects receives Malaysia Technology Excellence Awards 2022

The local Malaysian Bank launched the first digital banking app that supports both Conventional and Islamic Banking propositions in Malaysia and pioneered the implementation of a cloud-based lead management system.

Affin Bank Berhad (AFFIN BANK) has bagged two awards under the Cloud and Mobile-Banking categories in the Malaysia Technology Excellence Awards 2022. In its 4th year, the award is now back in search of outstanding companies that have made exceptional contributions in the pursuit of technological innovation.

Built on the foundation of customer centricity with speed, convenience, and security as its pillars, Affin Bank has launched A1addin, the all-new digital premier banking app and the first Islamic digital bank proposition in Malaysia in November 2021.

With an aim to empower the digital generation with its creative banking solutions, A1addin caters to both Conventional and Islamic markets, with a range of services providing financial literacy, especially to the younger generation. A1addin eliminates queues and hassles by offering fully digital products and services that enable customers to bank anywhere, at any time. In essence, it helps to provide for financial needs squeezed into one app, where you can manage all your money in one place.

Leveraging on eKYC technology, A1addin also enables customers to open an account digitally within just 10 minutes – right from the palm of their hands. All it takes are just four simple steps – scanning the NRIC, taking a selfie, answering some questions for identity authentication, and transferring an initial deposit for account activation.

To support Bank Negara Malaysia’s direction in promoting digital technology in banking and financial inclusion, especially during the pandemic, A1addin showcases Transfer and Payment features to facilitate quick and effortless transactions. Also, the app has a QR Pay function that requires users to pay with just a scan and receive payment by showing their QR Codes, making payment a breeze when they shop and dine or pay for friends and family. On top of these, they also offer competitive eFixed Deposit rates exclusively for A1addin users to capture more market share—redefining banking to fit the customers’ lifestyle.

Embracing AFFIN BANK’s mission to provide innovative financial solutions and services to their target customers, AFFIN Digital has made its strides by being the pioneer in the banking industry to adopt and implement Cloud-based Customer Relationship Management – Lead Management System (LMS) in June 2021.

Compared with traditional on-premises software, the modern cloud-based LMS requires a lower cost of technology infrastructure in the long run and simpler development, as well as easy installation.

AFFIN managed to deliver the first release of LMS in three months – two months ahead of the normal practice and eight months ahead of the on-premises software implementation comparatively. Subsequently, the second release was completed on the 5th month without any delay. The LMS also offered real-time dashboards and reporting that provided useful and measurable data on the leads. This has contributed to the next-level customer experience which ultimately created stable relationships with the customers.

As a result, there is a whopping 187% increase in average monthly incoming leads after the launch of the LMS in 2021. High system availability of 99.99% is also recorded because of the stable system performance of the cloud-based architecture with no downtime that has been reported.  

Reimagining banking experience and customer engagement, AFFIN BANK vowed to continuously produce and expand their innovative banking solutions that will create more opportunities for various partnerships and foster good relationships with small-medium enterprises that will ultimately increase the take-up of the bank's products and services.


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