Page 103 - Bank-Muamalat_Annual-Report-2023

ANNUAL REPORT 2023
SUSTAINABILITY STATEMENT

6. STRENGTHENING CUSTOMER SERVICE EXCELLENCE M8 Customer Experience

Why is this Important? • Enables SMS notifications via CRM platforms for the
latest marketing campaigns, enhancing campaign
Delivering exceptional customer service is crucial for Bank awareness and customer engagement.
Muamalat to not only meet but exceed customer expectations,
• Ensures customers are informed about the status of
foster long-term loyalty, and maintain a competitive edge
their personal financing applications through SMS and
in the banking industry. By enhancing service efficiency,
CRM updates.
expanding digital accessibility, and engaging with
communities, Bank Muamalat aims to ensure a seamless • Enhances case and issue management for the Customer
and satisfactory banking experience for all customers. Service Department through the CRM system, ensuring
prompt resolution of customer feedback.
What is Our Approach?
Community Involvement Initiatives: Integrated into
Bank Muamalat’s approach centers around two core over 50 deposit sales and marketing programmes
strategies: improving physical branch services and leveraging in 2023, including:
digital advancements to offer convenience and accessibility.
We are committed to integrating community engagement • Peniaga-peniaga Kecil Jualan Ramadhan and Syawal:
initiatives and developing tailored products and services that Supporting small businesses during Ramadan and Eid.
cater to the unique needs of different customer segments.
• Back to School Programme: Collaborating with
corporations and schools to support educational
What Did We Do?
initiatives.
Digital Banking Initiative • Collaborations with Persatuan Pengilang-Pengilang:
Bank Muamalat’s Digital Banking Division (DBD) plays a Engaging with manufacturing associations to promote
pivotal role in enhancing customer service and economic growth.
operational efficiency through various initiatives: • Program Menjana Pendapatan bagi Wanita (WEJANA):
Empowering women through income generation
• Acts as a mediator to address and resolve customer- programmes.
related technical and operational issues swiftly.
• Assists employers and foreign workers in opening These efforts targeted underserved market segments,
salary accounts, streamlining processes from data bridging gaps in poverty, increasing earning power,
collection to card delivery at workplaces. and ensuring equitable access to banking services.
As a result, Bank Muamalat acquired 32,682 accounts
• Enhanced Electronic Know-Your-Customer (e-KYC) from small business customers, equivalent to
process, enabling more customers to onboard via RM911 million in Current Account balances as of
straight through processing.
31 December 2023.
• Oversees daily Electronic Know-Your-Customer (e-KYC)
applications, ensuring swift response at branches to Promoting Cashless Banking: Launched special
expedite customer onboarding process and improve deposit products and campaigns aimed at underserved
Turnaround Time (TAT). segments like rural communities, young adults, students,
and senior citizens:
• Collaboration with Financial Link Sdn Bhd to streamline
Savings Account onboarding process for foreign • Pensioner Saving Account-i
workers, identifying and implementing initiatives to
improve efficiencies. • BeeSTAR-i Saving Account
• Masjid/Surau Current Account

These initiatives yielded RM144 million in outstanding
balances and attracted 24,601 new accounts in FY2023,
providing a convenient banking experience for our diverse
customer base.

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