Swift takes home Asian Experience Awards 2024 for Customer Footprint Model

It has seen improved operational efficiency and enhanced service delivery with the reduction of its monthly case backlogs.

Global financial messaging service provider Swift brought home the Malaysia Service Experience of the Year - Financial Services category win at the Asian Experience Awards 2024 for utilising a Customer Footprint Model in handling customer queries, which resolves issues in a more efficient manner.

The model structure is streamlined to allow for efficient service delivery, optimal resource utilisation, and heightened end-to-end accountability and ownership amongst support engineers. It features a clustered structure based on customer needs on core functions such as messaging, interfaces and connectivity, which has not only reduced the turnaround time but also improved the quality of responses whilst driving first contact resolution significantly. 

Prior to this, the teams were categorised by the respective products they supported. Whilst this setup worked well internally from a skillset specialisation, this nevertheless caused customer friction due to the multitude of handovers whilst resolving customer predicament, thus prolonging resolution turnaround time.

The Customer Footprint Model also highlights an actor-based approach that allows for wider support coverage within each cluster. It has provided a clearer path for support engineers within Swift’s Global Service Delivery (GSD) unit, which results in better employee experience and talent retention.

Engineers also become more familiar with customer needs and preferences, leading to personalised interactions whilst receiving consistent service delivery without having to explain repeatedly. By focussing on specific customer segments, engineers develop a deeper understanding of customers’ businesses, challenges, and pain points, which leads to more proactive and tailored support.

At the same time, the model often leads to fewer escalations since engineers are better equipped to handle complex issues. Teams are accountable for the success of their designated customer segments, leading to greater sense of ownership and accountability, which are key determinants for customer satisfaction and retention.

Swift has seen landmark success with the implementation of this model. This is evidenced by an increased efficiency in case and problem management, as the model has allowed monthly case backlogs within GSD to be halved. It has also recorded a 12% improvement in average resolution days YoY, a direct result of the implementation of new processes and tools, as well as the organisation’s ongoing focus on optimising service delivery.

Moreover, 75% of customers’ predicaments  are now resolved within a speedy time frame, and the company has seen consistently better customer satisfaction based on Voice of Customer post-interaction/resolution surveys. This particular achievement is important amidst the organisation’s adherence to service level agreements in maintaining customer trust and satisfaction, as well as identifying strengths and areas for improvement.

The Asian Experience Awards recognises the ingenious initiatives of creative companies delivering meaningful brand experiences to their stakeholders

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact Jane Patiag at [email protected].