Case Study: Siam Commercial Bank cuts repeat calls by 50% with Genesys Cloud CX from Genesys

A blend of technology and human touch enabled Siam Commercial Bank to cut repeat calls by 50%

Siam Commercial Bank, Thailand’s first commercial bank, needed a modern way to manage high volumes of customer interactions across channels while replacing costly, inflexible legacy on-premises systems. With 450,000 monthly calls and 1,000 agents across 15 contact center locations, SCB turned to Genesys Cloud CX to improve agility, support real-time updates, and maintain a human-centered customer experience.

Genesys implemented Genesys Cloud in a six-month phased migration, integrating AI, predictive analytics, intelligent routing, and self-service capabilities with SCB’s existing CRM systems. The results were significant: repeat calls dropped by 50%, average wait time decreased by 25%, and average handle time fell by 3%, helping SCB deliver faster, more personalized service and become Thailand’s first ISO-certified contact center.

Siam Commercial Bank

Surawat Shinawatra

Head of Customer Service