Hong Leong Bank BerhadChief Digital and Innovation Officer
Feb. 2018 - Jan. 2024Kuala Lumpur, MalaysiaSetup a new function to instil a culture of customer centricity, experimentation, entrepreneurship & innovation. Establish a future proof Digital & CX strategy. Based on market & customer Insights, system & research data, identify key opportunities for customers across the lifecycle. Ensure prioritised execution to deliver key customer outcome & engagement, top line growth, & lower cost across all channels. Take colleagues on a journey to transform the organisation from ‘doing Digital’ to ‘being Digital’. Key highlights in numbers:
❖ NPS at +56 in 2023 (+3 in 2017); 99.9% of all transactions via digital; 55% of transactions happen outside of branch hours; Cost to acquire down 80%; 3x increase in digital retail transactions & 130% in value; 40% growth in corporate digital users & 110% in volume; CSAT T2B rating at @4.46 for retail & @4.64 for business; 50% increase in cross selling via analytics; onboarding time of SME’s 15 minutes; etc First-of-its-kind Customer-centric Digital innovations:
❖ 100% self serve onboarding; delivered a suite of value services to SME’s - payroll, accounting, marketplace, digital enablement, etc.; launched onboarding & servicing via iPAD; 2 click credit card approval; bot enabled graduates recruitment; day/night mode on mobile; securechat on mobile; PocketConnect - gamified experience for kids to Earn, Save & Spend; Unique propositions like HLB@School, HLB@Work, Instant onboarding enabling merchants to accept Mobile payments + Wechat, AliPay; etc. Culture of customer centricity & innovation:
❖ Identified key partners - gaming, ecommerce, voucher shop, etc.; Digital Day event once every year on 7/7 (retail) & 8/8 (SME) driving top line growth
❖ Deployed Customer Insights for qual & quant, co-creation, usability, etc. Deployed DT & Agile; State of the art CX & JumpStart@65 lab, etc.
❖ Built an ecosystem via HLB accelerator LaunchPad, Hackathon (Financial Inclusivity, Omni channel CX, Datathon, Sustainability, Metaverse, Generative AI)