SINGAPORE - Maybank won the 2009 Financial Insights Innovation Awards for its efficient use of its analytical customer relationship management (CRM) system.
Maybank uses its CRM applications to read customer account transaction patterns, thus allowing it to design packages suited to customer needs.
Maybank head of customer relationship management and customer experience Mohd Fadzil Ismail said that if the bank discovered a customer had been making late payments on his loans for several months, it could approach the person to discuss a possible loan restructuring.
'The system allows us to approach our customers in time before they seek help from other banks,' he said, adding that Maybank had a good partnership with its technology provider, Teradata.
Mohd Fadzil received the award for Maybank at a ceremony held in conjunction with the Asian Financial Service Congress here.
Mohd Fadzil said the system also served as an early-warning that a customer may not be able to repay his loans on time.
'It provides a win-win situation for us and our customers. It assists us in designing products according to the needs of our customers and helps us manage risks,' he added.
Ten awards were given to financial institutions in the Asia Pacific region with the most innovative use of information technology in their business operations.
Alliance Bank Malaysia Bhd received an award for its innovation in enterprise transformation.
Financial Insights Asia/Pacific senior consulting and research manager Michael Araneta said while analytical CRM was widely used by other financial institutions, 'Maybank received high score for the efficiency of the project.'
Sources: The Star/Asia News Network. By Gladys Tay
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