UOB Thailand enables better customer journey with hybrid intelligence, seamless integration

Its E2E Innovative Business Intelligence Platform provides need-based and rapid services via hybrid solutions.

The ways customers interact with banks have changed in recent years, along with their expectations for smarter and more speedy services. However, this is not a challenge for commercial banking company UOB Thailand.

With its goal of fostering customer’s financial well-being by continuously enhancing its branch offerings, the bank challenged itself to systematise tons of unconstructed data and capitalise on new technologies to initiate a solution that addresses its customers’ needs.

UOB Thailand then implemented a hybrid intelligence strategy by leveraging technologies, centralised data platforms, and analytical models to convert the customer-branch journey from convention to innovation. This is accomplished through a synergy of human and technology collaboration by equipping front-line staff with integrated tools and actionable insights to create the best-in-class omni-channel experience and seamless integration into customers' lifestyles.

Using this strategy, the bank launched the E2E Innovative Business Intelligence Platform, a seamless integration of various tools that provide need-based and rapid services via online-offline-online hybrid solutions throughout the customer journey.

This platform employs data analytics-driven online marketing to customise offerings and advertise to customers based on their profiles and interests. When customers express an interest online, the information is automatically sent to branch staff via the Smart Referral Platform, enabling staff to quickly respond to customers’ requirements.

Aside from a customised offer online, UOB Thailand branches also serve walk-in customers with a personalised offer through the Smart CRM, summarising customers' highlight info in a single screen with the next best offer that is analysed specifically for them.

The Smart CRM and Smart Referral Platform are linked, enabling branch staff to immediately refer customers interested in the recommended offer to a specialist of the solutions with pre-filled customers’ data and customer qualification pre-screening. This saves time and reduces errors from manual and redundant processes.

This process also records the recommended offer on Smart CRM and shares it with all branch staff to prevent duplication. By doing this, customers will not receive redundant product offerings and will have a better experience.

Meanwhile, the integration of the back-end database with the Smart Referral Platform enables application process tracking, keeping the customer informed of the status of his or her application. All sales activities and conversions are visually displayed on the Smart Planning Dashboard, which automatically pulls relevant data from the Smart Referral Platform and back-end database.

To create a synergy between offline and online, UOB Thailand also created a “Virtual Branch” where customers can contact each UOB branch virtually via LINE Official Account anytime, anywhere.

The remarkable outcomes from the E2E Innovative Business Intelligence Platform brought recognition for UOB Thailand at the Asian Technology Excellence Awards 2023, as the bank brought home the Thailand Technology Excellence Award for Analytics - Banking.

The prestigious awards programme honours the most outstanding technological projects and innovations and recognises exceptional companies that are riding the digital disruption wave to lead the digital transformation journeys in their respective industries. 

The Asian Technology Excellence Awards is presented by Asian Business Review. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's outstanding retail initiatives, please contact Jane Patiag at [email protected].