How ASNB Built a More Connected Experience for Millions of Investors

About ASNB

Amanah Saham Nasional Berhad (ASNB) is one of Malaysia's largest unit trust management companies, helping millions of Malaysians grow and manage their investments through a wide range of unit trust funds. As investor expectations shifted towards faster, more personalised digital services, ASNB recognised the need to modernise the way it engaged and supported its customers.

The Challenge

For many financial institutions, customer service has evolved far beyond answering enquiries. Today's investors expect every interaction to be informed, efficient, and personalised. Whether they're checking dividends, seeking investment advice, or managing their portfolio, they expect service teams to understand their history without having to repeat themselves.

ASNB's existing contact centre relied heavily on traditional telephony, with limited visibility into customer history, previous interactions, and case information. Advisors had little context before speaking to customers, making it difficult to deliver personalised advice or identify opportunities to recommend relevant investment solutions.

As customer expectations continued to grow, ASNB knew it needed a more connected approach - one that would empower both its employees and its investors.

Preparing for One of the Year's Busiest Periods

Timing was critical. With the annual dividend announcement approaching, ASNB anticipated a significant increase in customer enquiries. The organisation needed a solution that could be delivered quickly while giving customer service teams immediate access to the information they needed.

Together with Telcowin, ASNB implemented Salesforce Financial Services Cloud to establish a single customer view across the organisation. Delivered within just three months, the first phase equipped advisors with complete customer profiles and interaction histories ahead of one of the busiest periods of the year.

The transformation didn't stop there. A second phase introduced streamlined engagement processes and real-time performance insights, helping advisors deliver more informed conversations while supporting long-term customer growth.

The Transformation

Instead of navigating multiple systems, advisors could now access a complete view of every investor from a single platform. Customer profiles, interaction history, and relationship information were brought together, allowing advisors to respond with greater confidence and consistency.

With better visibility and structured engagement processes, conversations became more meaningful. Advisors spent less time searching for information and more time helping customers make informed financial decisions.

For leadership, the platform also created greater visibility into service performance, enabling continuous improvement across customer operations.

Business Outcomes

The transformation gave ASNB a stronger foundation for delivering modern financial services while preparing the organisation for future growth.

Looking Ahead

For ASNB, digital transformation was never simply about introducing a new CRM platform. It was about giving every advisor the information they needed to build stronger relationships with investors while creating a more connected, responsive, and future-ready customer experience.

As investor expectations continue to evolve, ASNB is now better positioned to deliver trusted advice, personalised service, and meaningful engagement at every stage of the investment journey.

Solutions Delivered