The Singapore operations of Maybank has implemented Microsoft Dynamics CRM.

The key objective of Maybank Singapore's customer relationship management system implementation was to establish a single view of customer information and automate workflow processes to improve service fulfillment, sales/campaign operations and incident management across the bank.

The implementation of a CRM system in Maybank Singapore is a capability to help improve processes and service offerings that could enhance the customer experience and operational efficiency. The most distinguishing feature of this Microsoft Dynamics CRM implementation is its collaboration capability that enabled various units to improve sales and service standards.

"Equipping our front-line and middle-office users with accurate customer insights and a holistic view of the customer's relationships with the bank will not only bring about better targeted-selling and relationship-building but also help reduce possible operational risks," said Lim Kuo Siong, head of IT & eBusiness, Maybank Singapore. "The implementation of our Microsoft Dynamics CRM solution has helped us to meet our service excellence goals. The project has finally allowed us to automate many sales and service fulfillment activities between our front-end service channel and our middle-office support units, thereby taking our operational efficiencies to higher levels and reducing service turnaround time in meeting our customer requests, customer feedback and sales fulfillment objectives."

The implementation of Microsoft Dynamics CRM helped Maybank Singapore address a number of front-end sales and service process challenges. These challenges included the manual distribution and tracking of sales leads and marketing lists assigned to front-end sales personnel and an inconsistent view of customers as front-liners and middle-office users had access to different systems for customer information. The bank also needed the visibility for the escalation and tracking of customer service requests, which could cause long turnaround times for inter-department investigation and resolutions relating to user inquiries or feedback.