Case Study: Affin Bank Berhad achieves 50% telesales lift, 40% fewer abandons and reduced costs with Genesys PureEngage

Omnichannel capability transforms customer experience for leading Malaysian bank

Affin Bank Berhad, one of Malaysia’s largest banks offering retail and corporate financial services, faced an aging contact center system that lacked omnichannel capability. The bank struggled to measure KPIs and resolve issues quickly, leading to customer frustration as expectations rose.

Affin Bank implemented the Genesys PureEngage platform to deliver a true omnichannel experience, streamline operations and improve visibility into performance. The transformation positioned the bank as a leader in contact center technology in Malaysia and delivered measurable results: a 50% improvement in telesales capability, a 40% reduction in average abandon rate, and lower operational costs.

Affin Bank Berhad

Syed Faizal

Head of Digital Banking & Project Director