RHB Bank has gone live with a new enterprise customer relationship management (CRM) platform powered by BUSINESSNEXT.
The system supports more than 2,800 users across the Malaysian lender’s branch network and contact centres, making it one of RHB’s largest customer-focused technology initiatives to date.
With more than 75 integration points spanning web, mobile banking, internet banking and email, the platform streamlines how RHB manages customer interactions, service requests and business opportunities.
It also gives employees a more integrated view of customer engagement.
RHB expects the system to help identify opportunities earlier, improve service recovery and coordinate relationship management across the customer lifecycle.
“This enables us to spend less time navigating multiple systems and more time focusing on advisory, problem-solving and relationship-building activities,”
said Dato’ Mohd Rashid Mohamad, Group Managing Director and Group Chief Executive Officer of RHB Banking Group.
He linked the rollout to RHB’s target of becoming the No. 1 bank in customer experience by 2027.
Part of RHB’s PROGRESS27 corporate strategy for 2025 to 2027, the project supports the group’s Best in Service objective.
RHB said the platform also provides the scalability needed to expand its use of data, analytics and intelligent automation.
Nishant Singh, Founder and CEO of BUSINESSNEXT, said RHB’s adoption of a unified platform reflects a shift in banking from connected digital experiences towards autonomous operations.
“By bringing customer data, teams and processes together, BUSINESSNEXT will help RHB unlock more intelligent, contextual and proactive engagement while creating a foundation for the next phase of autonomous banking,”
said Nishant Singh.
BUSINESSNEXT, which introduced its umbrella brand in 2022, provides CRM, lending and customer journey software for banks and financial institutions.
RHB has also made other customer-facing digital upgrades, including an update to its mobile banking app that brought basic transactions to users’ home screens.
Featured image credit: Edited by Fintech News Malaysia, based on image by vecstock via Magnific
