Page 106 - Bank Muamalat_AR24

104 BANK MUAMALAT MALAYSIA BERHAD

ECONOMIC

M11

CUSTOMER EXPERIENCE: STRENGTHENING CUSTOMER SERVICE EXCELLENCE

Why This Matters
Bank Muamalat remains committed to delivering exceptional ensure a smooth and rewarding banking experience. In parallel,
customer service as a cornerstone of its strategy to exceed the Bank is reinforcing its security posture through continuous
customer expectations, build lasting relationships, and upgrades to meet regulatory requirements, the deployment
sustain its competitive position in the banking industry. The of advanced technologies for control and monitoring,
Bank continues to enhance service efficiency, broaden digital and the enhancement of data protection measures in line
accessibility, and engage meaningfully with customers to with the latest Information Protection Guideline.

Our Approach

The Bank’s approach to delivering superior customer • Information Security and Trust – To safeguard customer
experience is guided by three core areas: confidence, we continuously upgrade our security
infrastructure, deploy advanced monitoring technologies,
• Service Efficiency – We streamline internal processes and strengthen data protection measures in line with the
and enhance turnaround times to ensure responsive and latest Information Protection Guideline and regulatory
consistent service delivery across all customer touchpoints.
expectations.
• Digital Accessibility – We continue to expand our digital
offerings to provide customers with convenient, seamless,
and secure access to banking services anytime and
anywhere.

Key Actions and Outcomes

ATLAS Digital Banking Driving the Shift to a Fully Digital As of 31 December 2024, a total of 531 Bank Muamalat
Ecosystem employees were successfully onboarded through ATLAS.
The onboarding rollout is progressing in phases, targeting
In line with our digital transformation strategy, Bank a total of 1,000 employees by 10 January 2025.
Muamalat streamlined the onboarding experience for
savings accounts and enhanced digital banking account Supporting this growth, a Centralised Operations Team
management through the launch of the new ATLAS mobile was established, equipped with the “Digital Assist”
platform. This milestone reflects our continued effort to capability and an integrated CRM dashboard to facilitate
deliver faster, more personalised, and accessible banking real-time resolution of customer queries through digital
services. channels.
The ATLAS Digital Banking platform was rolled out in This setup enabled the platform to achieve exceptional
phases, beginning with internal users to ensure performance efficiency in customer onboarding, with an average
stability and user-centric enhancements before scaling to turnaround time of just 4 to 8 minutes, as reported to the
the public. Board of Directors on November 2024. It also enabled
quicker and more effective resolution of digital banking
Key releases and capabilities introduced: issues through the centralised digital operations and CRM
• Alpha Release 1, launched on 15 November 2024, system, resulting in better customer satisfaction, improved
marked the debut of our first product, a digital Savings service response time and technical troubleshooting.
Account.
Safeguarding trust is also central to ATLAS’s operations. In
• Alpha Release 2, launched on 12 December 2024, alignment with the latest Information Protection Guidelines
expanded the platform by introducing two innovative and regulatory requirements, Bank Muamalat continues
lifestyle and faith-based differentiators: to enhance its security infrastructure through advanced
monitoring, rigorous data protection measures, and proactive
- Lifestyle features: Referral code system, rewards wallet risk mitigation.
(e-vouchers), and a dynamic highlights banner
- Faith-based features: Daily prayer times, zikir counter,
Islamic calendar, and inspirational content