AI Integration Leads Hong Leong Bank to Three Gold Awards for Customer Experience and Contact Centre Performance
AI Integration Leads Hong Leong Bank to Three Gold Awards for Customer Experience and Contact Centre Performance
With its strategic implementation of AI tools, the Bank has also achieved significant improvements in customer experience ratings.
Chong Tong Lim, HLB’s Head of Group Operations [center left] and Loo Jian Sern, HLB’s Head of Contact Centre, Alternative Channels & Customer Advocacy [center] accepting the award at the CCAM 25th Annual Industry Excellence Awards.
KUALA LUMPUR, 3 NOVEMBER 2025 – Building on its bankwide AI strategy, Hong Leong Bank (“HLB” or the “Bank”) has received three Gold awards at the Contact Centre Association of Malaysia’s (“CCAM”) 25th Annual Industry Excellence Awards, namely for Best In House Inbound Contact Centre, Best Customer Experience Program, and Best Use of Data Analytics.
The Bank attributes this to its strategic implementation of intuitive technology and democratization of AI capabilities across its contact centre, which has helped it successfully serve over 2.9 million customer interactions in the 2024/25 financial year, leading to higher customer satisfaction and loyalty rate as shown by a 17% increase in its Net Promoter Score (“NPS”).
According to Chong Tong Lim, HLB’s Head of Group Operations, “As a customer-centric Bank, customer service is a crucial part of our transformation strategy. Our contact centre plays a key role in the customer experience pipeline, and this has been strengthened by implementing robust AI infrastructure and a data-driven approach, further anchored by a diligent workforce and elevated customer service. We strive to keep improving the customer experience we provide, as we continue learning and growing from each interaction we have with our customers.”
To enhance support across key customer channels, including calls, live chat, social media, and email, the Bank has equipped its teams with integrated digital tools that support rapid knowledge gathering and effective communication. HLB has embedded cutting-edge AI directly into daily operations, giving staff access to 28 dedicated "notebooks" on Google NotebookLM that consolidate over 1,500 resource manuals. This integration provides frontline teams with real-time, consolidated information, ensuring quicker, more accurate customer responses.
The Bank now also offers a Gemini AI-powered Chatbot that provides customers with instant, accurate answers to simple account and transaction questions. Available 24/7 with multi-lingual support, this chatbot handles routine tasks, reducing the need for customers to contact a live agent.
“At our contact centre, we emphasize the strategic empowerment of our people through digital innovation,” commented Loo Jian Sern, HLB’s Head of Contact Centre, Alternative Channels and Customer Advocacy. “We understand that achieving service excellence means giving our teams the technology necessary to not just communicate, but also utilize data analytics to improve our customer journeys, allowing us to cater to every customer's needs more efficiently and effectively. We are constantly learning and growing, and these awards motivate us to accelerate the adoption of cutting-edge innovations to our customer experience portfolio.”
To further empower its contact centre agents to better serve customers, HLB has also revamped its internal digital knowledge portal, allowing agents to quickly access critical product and service information during live calls, leading to faster resolution and improved customer experience.
For general banking enquiries, you may contact HLB at 03 7626 8899 from 9am - 9pm (Monday - Saturday) or send an email to hlonline@hlbb.hongleong.com.my