Bank customers enjoy faster, smarter support across touchpoints
Overview
A leading bank in the Asia-Pacific region partnered with us to modernize its customer relationship management (CRM) platform. With operations spanning Singapore and Malaysia, the bank aimed to unify its sales and service processes, enhance frontline capabilities and deliver more personalized customer experiences across digital and assisted channels.
The Challenge
The bank’s legacy setup relied on time-consuming, manual processes spread across multiple systems. This created inefficiencies in handling high volumes of service requests and slowed down customer response times. The fragmented systems also limited the bank’s ability to provide consistent, personalized service at scale highlighting the need for a modern, integrated platform that could automate workflows, reduce complexity and improve overall customer engagement.
The Solution
We implemented the transformation in three phases using the next-generation Pega CRM platform:
Introduced core capabilities such as omnichannel interaction management, lead management, case management and a unified Customer 360 view.
Expanded and customized features to support business-specific needs across additional geographies.
Delivered platform enhancements, integrated additional digital and voice channels and added functionality to scale customer experience delivery.
Key elements of the solution included:
- A customized CRM interface designed for simplicity and speed
- Integration with over 30 internal systems to deliver a comprehensive customer view
- A unified case management framework for faster service request handling
- Real-time decisioning support for next-best actions and targeted offers
- Use of Unica for next-best action and campaign orchestration
The Impact
The Pega CRM transformation resulted in meaningful improvements to staff productivity, service responsiveness and sales outcomes:
- 45% increase in staff productivity due to unified processes
- 95% improvement in the number of customer interactions handled
- 40% boost in cross-sales with personalized engagement strategies
- 29% reduction in account opening time
- 30% decrease in average handling time, improving overall experience
Beyond the Numbers
The shift to a modern, Pega-powered CRM ecosystem enabled the bank to transform both its internal operations and customer-facing services. By consolidating channels and automating service requests, staff were empowered to focus on building deeper customer relationships translating into stronger loyalty and business growth.
This engagement reflects the increasing value of Total Experience, where employee empowerment and customer delight go hand in hand to drive digital transformation outcomes.
Celebrating Success
Our collaboration with this bank laid the foundation for sustained innovation in customer engagement. Through phased implementation, cross-functional alignment and deep platform integration, the client now operates with greater agility, improved customer insights and a stronger competitive edge in the region.
This success underscores how CRM modernization, when rooted in human-centered design and scalable tech architecture, creates lasting value for financial institutions and their customers alike.
