Case Study: Affin Bank Berhad achieves 142% telesales productivity gain and 118% YoY sales growth with Genesys Engage

Delivering outstanding experiences and optimizing business performance

Affin Bank Berhad, a Malaysian financial group with over 6,400 employees and 110 branches, set out to modernise its contact centre to support growing customer demand and a “Banking Without Barriers” vision. The bank struggled with a legacy platform, siloed systems, poor KPI visibility and slow issue resolution, and needed a seamless omnichannel solution to handle voice, email, chat, SMS and social channels.

Affin Bank deployed Genesys Engage — including voice, chat, email, social, outbound and analytics — and migrated to a unified telephony platform with IPVPN/SIP and predictive dialing in just 100 days. The new 360° customer view and independent call-routing capability improved efficiency and campaign targeting, driving a 142% increase in telesales productivity, 118% year‑over‑year sales growth, a 12% rise in sales contribution, a 40% reduction in abandonment and an average RM3 million closed per month (versus RM300,000 previously).

Affin Bank Berhad

Datuk Wan Razly Abdullah Wan Ali

President and Group CEO