Founded in 1992, E.SUN is one of the largest commercial banks in Taiwan, boasting eight million customers and over $120 billion in assets. E.SUN’s recent digital transformation efforts, for which the bank won the Best Digital Transformation Program – Taiwan award from The Digital Banker at the Global Retail Banking Awards 2024, followed a ‘5A’ digital customer strategy to achieve the outcomes it desired.
This ‘5A’ digital customer strategy includes:
Access: Establishing partnerships with major non-bank partners to broaden its reach and access new customers, including Family Mart (the second-largest convenience store chain) and PX Pay (the largest supermarket chain), E.SUN saw a significant rise in new customers through these partnerships.
Acquire: Providing a seamless, one-stop shopping onboarding experience to maximise cross-selling. Through the new Unified Application Platform, credit card cross-sell rate almost tripled and brokerage account cross-sell also saw a significant rise.
Activate: Designing of end-to-end solutions to address customer needs – with the bank seeing a 76% growth in active digital users since 2019.
Adhere: Focusing on increasing customer loyalty. To fulfil this, the bank launched e.Fingo, its own customer loyalty programme with over one million members, allowing them to accumulate points via daily banking activities and exchanging them for merchandise or discounts.
Advocate: Making every customer a fan by providing a great customer experience and innovative digital services.
Greater customer experience via cutting-edge technologies
By harnessing AI and the latest digital technologies, E.SUN Commercial Bank has transformed customer experience on four platforms – the web experience platform, unified application platform, mobile and internet banking platform and customer interaction and communication platform.
Web experience platform
Over 100 million visitors browse E.SUN’s public website or log into one of E.SUN’s digital channels each year. In order to provide customers with a streamlined web experience that is consistent across the bank, it started a phased project to transform its massive public website with over a thousand pages in 2022. In April 2023, the final phase of the website transformation project went live successfully.
E.SUN created a seamless and fluid user experience for the new website. Through tree testing and other user research methods, the new website features a user-friendly menu that allows customers to easily find relevant information. Additionally, E.SUN Design System, created in 2021, ensures a consistent design across all devices and channels.
Unified application platform
Due to rapidly changing customer behaviour and evolving regulations, the business rules of account openings and loan applications change frequently, stretching IT resources. In 2022, E.SUN started an initiative to combine the existing deposit account opening and various loan application portals. The system was further enhanced with the addition of credit card and brokerage account applications. The Unified Application Platform went live in December 2023, allowing customers to apply for up to seven products in a single application.
Mobile and internet banking platform
The bank noted that its underlying digital banking platform was aging. A team was formed in early 2022 to plan for the transformation of its mobile and internet banking services. After a comprehensive planning process that included consulting leading global banks, discussing with technology providers and multiple proof of concepts, the mobile and internet banking project kicked off in early 2023 based on cutting-edge micro-front-end architecture, which has allowed the bank to cut down time-to-market for new features, while also delivering a superior user experience.
Customer interaction and communication platform
E.SUN communicates with its customers well over a million times every single day through various inbound and outbound channels. The bank values every chance of customer interaction. To present the right message at the right time, via the right channel to the right customer, the bank kicked off the EPIC (E.SUN Platform for Interactive Communication) project in 2023, with its first phase going live in April 2024.
This platform leverages machine learning to predict the best action for each of its eight million customers. It also comes with no-code tools, saving time and improving marketing efficiency. Through the combination of human expertise and AI, E.SUN is ensuring every customer interaction is as meaningful and helpful as possible.
