Redefining Expectations: RHB Leads in Customer Experience

In 2022, RHB Banking Group (“RHB” or the “Group”) embarked on a transformative journey encapsulated in their corporate strategy of Together We Progress 2024 (“TWP24”), charting a course to lead in service excellence. The TWP24’s imperative was to prioritise customer experience. Understanding that a seamless customer experience journey is pivotal to realising the Group’s drive to win and maintain the trust of its customers, RHB rolled out a series of initiatives to strengthen its commitment to this cause.

Driving Continuous Excellence

Under the TWP24 thrust, RHB redefined its service culture to inject fresh energy into how it delivers service excellence. Every RHB staff strives to better understand customer needs, wants, expectations and preferences. This involves collecting and analysing customer feedback to improve the customer experience (“CX”) and overall business performance.

“Ownership and pride drive RHB employees. We fuel this passion by recognising their contributions, leading to an even stronger commitment to our success. Through the RHB Way service culture, we reward excellent service delivery and ensure service excellence is celebrated across the service chain. In 2023, our top Service Achievers across frontline, operations, IT and support teams were recognised with an all-expenses-paid holiday to Gold Coast in Australia,” said Mohd Rashid Mohamad, Group Managing Director/Group Chief Executive Officer of RHB Banking Group.

To ensure quality service and product design, the RHB Way playbook equips teams with effective tools, such as CX Design Principles for Customer Journeys and Tone of Voice for Communication. Through this playbook, each product lead or journey owner carefully designs each step of the user experience, both online and offline. Embracing the Agile way of working, product teams introduce minimum viable products to gather early adopter feedback early in the product development cycle. This feedback loop fuels swift iteration and continuous improvement, leading to products that truly meet customer needs.

The success of RHB’s service culture is reflected in customers’ strong endorsement, with RHB’s Google Review scores exceeding 4.5 stars across all 202 branches by August 2023.

Delivering Excellence through Customer Focus

RHB consistently raises the bar in customer service offerings by anticipating and meeting ever-evolving needs and expectations of customers. This is to deliver value with high service performance, starting with identifying relevant customer-centric targets and measures. Every customer request or transaction is handled promptly and effectively. The customer journey is designed starting with being easily accessible and then, addressing customer needs quickly and satisfactorily.

To ensure consistent performance, RHB monitors over 110 key service indicators each month across essential online and offline touchpoints, processing/operation centres and critical systems. This ensures a high service level exceeding 95% every month. For example, the 24/7 RHB Customer Contact Centre strives to answer calls promptly. Furthermore, the RHB Social Media team response is currently at 97% within the hour, a leading position in the market.

RHB also addresses every complaint within three working days and actively solicits customer feedback to refine their processes. This dedication resulted in a commendable complaints resolution satisfaction of over 85% in 2023.

Recognising the power of automation to deliver better value to customers, RHB leverages smart tools and processes across the service chain, powered by robotics, software and AI. This strategic approach not only saves time but also ensures greater service consistency, exemplified by their generative AI Chatbot which supports frontline employees in providing accurate and consistent answers to customer inquiries within seconds.

Shaping the Future of Banking through Customer-Centric Innovation

RHB’s pursuit of market-leading service differentiation is marked by innovative digital initiatives. RHB was the first bank in Malaysia to introduce the Electronic Quality Management System (“e-QMS”) appointment app, a forward-thinking approach which provides customers with convenient digital channel options. Today, 80% of the Group’s branch customer base use the e-QMS to book their branch appointment digitally. Customers will receive a virtual queue ticket, allowing them to monitor the status of the queue.

This commitment to innovation extends to personalised service, as showcased with RHB Premier’s dedicated team of Premier Service Managers. They are available via a virtual service platform, from attending to everyday inquiries to fulfilling transaction requests. Every interaction is also recorded for their customers’ peace of mind.

RHB’s commitment to customer excellence is charting a clear upward trajectory. More recently, an independent study showed RHB improving its Net Promoter Score among financial institutions in Malaysia, rising from 4th place in 2021 to an impressive 2nd in 2023.

As the Group’s TWP24 journey unfolds, it is evident that RHB is not merely envisioning progress, but they are actively shaping the future of banking. Through a commitment to customer-centricity across pillars, RHB is establishing itself as a pioneer in next-generation banking experience.

 

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