How RHB Reimagined Retail Banking for a Digital-First Generation
Making banking simpler, faster, and more intelligent.
About RHB Bank
RHB Bank is one of Malaysia's leading financial institutions, serving millions of customers across ASEAN through an extensive portfolio of retail, commercial, Islamic, investment, and digital banking services. As customer expectations continued to evolve, RHB recognised that the future of banking would depend on delivering seamless digital experiences without compromising trust, compliance, or service quality.
The Challenge
Banking has changed. Customers no longer compare their banking experience with another bank - they compare it with every digital experience they have. They expect to open accounts online, receive approvals quickly, and move seamlessly between digital and physical channels.
Like many established financial institutions, RHB faced the challenge of modernising legacy customer journeys while maintaining the governance, security, and regulatory standards expected in banking.
Traditional onboarding processes created unnecessary friction. Customers dropped out before completing applications, digital acquisition costs continued to rise, and service teams spent valuable time answering repetitive internal enquiries instead of supporting customers. The challenge wasn't simply to digitise banking - it was to redesign the customer experience from the ground up.
Building the Next Generation of Retail Banking
RHB partnered with Telcowin to transform its retail banking experience using Salesforce Financial Services Cloud as the foundation.
Together, the teams redesigned customer acquisition journeys to make onboarding faster, simpler, and more intuitive. Mobile-first experiences, simplified application forms, and save-and-resume functionality gave customers greater flexibility while reducing unnecessary complexity.
At the same time, Telcowin introduced AI-powered employee support through RHB Ask, enabling staff to access instant, compliant answers without relying on internal help desks. By placing trusted information directly into employees' hands, service teams could respond faster while maintaining regulatory compliance.
The transformation wasn't limited to technology. It reshaped the way customers interacted with the bank and how employees supported them every day.
Delivering Measurable Business Outcomes
The results demonstrated how customer experience and operational efficiency can improve together.
Accelerating Customer Acquisition
- 288% increase in completed applications
- 191% increase in approved products
- Digital sales grew 68% for credit cards
- Personal financing sales increased 52%
- Digital acquisition costs reduced by 50–75% compared to traditional channels
Improving Operational Efficiency
Behind every better customer experience is a more empowered employee. With RHB Ask supporting day-to-day operations:
- 40,000 man-hours saved annually
- Nearly 1,500 employees actively using the platform every month
- Between 7,000 and 10,000 AI-assisted enquiries handled monthly
- Almost 50% of eligible employees adopted the platform
Strengthening Customer Experience
- Group Net Promoter Score increased by 4 points
- Branch Net Promoter Score improved by 3 points
- Higher customer satisfaction across digital onboarding experiences
- Simpler forms and clearer customer journeys reduced friction throughout the application process
Driving Sustainable Growth
The business impact extended well beyond operational improvements. Retail market share increased from 10.14% in September 2022 to 10.45% by September 2024, supported by consistent month-on-month growth and stronger digital acquisition performance. By combining customer-centric design with intelligent automation, RHB strengthened both its competitive position and its ability to serve customers in an increasingly digital world.
Looking Ahead
Transformation doesn't end after implementation. RHB continues to build on this foundation with plans to expand digital financing solutions, introduce new cross-selling opportunities, further automate customer journeys through end-to-end e-KYC, and deliver even faster straight-through approvals.
Together, RHB and Telcowin continue to demonstrate how Salesforce Financial Services Cloud can help financial institutions modernise customer experiences, empower employees, and deliver measurable business outcomes.
Solutions Delivered
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Whether you're reimagining customer onboarding, improving employee productivity, or building AI-powered financial services, Telcowin helps financial institutions turn technology into measurable business outcomes.