KUALA LUMPUR, 3 November 2025 – Hong Leong Bank (HLB) has strengthened its position as a leader in customer experience innovation, taking home three Gold awards at the Contact Centre Association of Malaysia’s (CCAM) 25th Annual Industry Excellence Awards. The Bank received top honours for Best In-House Inbound Contact Centre, Best Customer Experience Program, and Best Use of Data Analytics.
These recognitions reflect HLB’s success in leveraging artificial intelligence (AI) and data-driven insights to elevate service quality. Through its bankwide AI strategy and the democratisation of AI capabilities across its contact centre, the Bank handled over 2.9 million customer interactions during the 2024/25 financial year, achieving a 17% rise in its Net Promoter Score (NPS), a key indicator of customer satisfaction and loyalty.
“As a customer-centric bank, service excellence is at the heart of our transformation strategy,” said Chong Tong Lim, Head of Group Operations, Hong Leong Bank. “Our contact centre plays a vital role in the customer experience pipeline, and its effectiveness has been strengthened through a robust AI infrastructure and data-driven approach, anchored by a dedicated workforce. We aim to continuously improve how we serve our customers, learning and growing from each interaction.”
To enhance support across all customer touchpoints, including calls, live chat, social media, and email, HLB has integrated advanced digital tools that enable faster knowledge access and smoother communication. The Bank’s frontline teams now leverage 28 dedicated ‘notebooks’ on Google NotebookLM, consolidating more than 1,500 resource manuals into a single, AI-powered repository. This ensures staff can deliver accurate, real-time responses to customer inquiries.
Complementing this, HLB has also launched a Gemini AI-powered chatbot, available 24/7 with multi-lingual support, offering customers instant, accurate answers to simple account and transaction queries. By automating routine interactions, the chatbot allows human agents to focus on more complex, high-value engagements.
“At our contact centre, we prioritise empowering our people through digital innovation,” said Loo Jian Sern, Head of Contact Centre, Alternative Channels and Customer Advocacy, HLB. “Achieving service excellence requires more than communication, it’s about using data analytics to understand and improve every customer journey. These awards inspire us to continue accelerating innovation in our customer experience portfolio.”
HLB has also revamped its internal digital knowledge portal, enabling agents to access critical product and service information in real-time during live calls. This enhancement has significantly improved first-contact resolution rates and overall customer satisfaction.
