Case Study: Maybank achieves customer-centric marketing and rapid, automated multichannel CRM with Teradata Relationship Manager

How Maybank implemented true customer-centric marketing using Relationship Manager

Maybank, Malaysia’s largest financial services group with about 18 million customers and $108.6 billion in assets, faced product commoditization and intense competitive pressure. Executives decided to shift from a product-centric model to customer-centric marketing, requiring a new technology platform to unify customer data, predict behavior, and enable timely, multichannel communications.

Maybank deployed Teradata’s Relationship Manager and an analytical marketing datamart to create a single customer view, enable event‑based, multi‑channel campaign automation, and perform in-database analytics. The change drove campaign volume from ~15 to 1,600 in two years, cut time-to-market from three weeks to under five days, reduced lead generation to less than a day, raised average conversion to 8% (with peaks of 30%), generated $8.4M in incremental sales (~12% growth) and delivered a 164% annualized ROI (1,143% lifecycle ROI) with payback in months.

Maybank

Mohd Fadzil Bin Ismail

Head of CRM