Citi Malaysia Sweeps Six Awards At The CCAM 2020 National Awards


Citi Malaysia recently won six awards, including Gold for Best In-Bound Contact Center and Best Digital Innovation Award, at the CCAM (Contact Center Association of Malaysia) 2020 National Awards. The Best In-Bound Contact Center award is a first for Citi Malaysia.

The CCAM 2020 National Awards recognizes outstanding Contact Centers from various service sectors who have demonstrated best-in-class operations and strategy through customer centricity, innovation and effective resource management.

Citi also took home the following awards in three individual categories:

• Best Contact Center Professional – Venothkumar Tamilarusu (GOLD)
• Best Contact Center Professional – Puteri Nurul Jehan (SILVER)
• Best Contact Centre Team Leader – Raja Puveneswaran Rajasuraya (BRONZE)
• Best Contact Centre Manager – Mike Mohan (BRONZE)

Commenting on the win, Citi Malaysia Consumer Business Manager Elaine Fan said, “We are honored to receive these awards, including Gold for Best In-Bound Contact Center – a first for Citi Malaysia. Citi’s contact center arm, CitiPhone, is a critical component of Citi’s customer experience journey especially during this COVID-19 pandemic where we had to significantly accelerate our digital transformation. We continue to leverage our digital capabilities and strengthened our contact center platform through these capabilities to better support our clients during this time.”

During the start of the unprecendented COVID-19 pandemic and the government implemented Movement Control Order, CitiPhone enabled 70% of its team to work from home ensuring that Citi employees were safe and able to service our clients with no disruption.

In January 2020, CitiPhone deployed Speech Analytics that will help unlock hidden insights for improved customer satisfaction, greater operational efficiency and better agent performance. Yet another key initiative as part of our client obsession roadmap.

In March, CitiPhone enhanced its Interactive Voice Response (IVR) by introducing the Bahasa Malaysia language to its National Language Understanding (NLU) feature, on top of the existing English and Mandarin language. This breakthrough digital feature is the first of its kind in Malaysia. NLU is a speech recognition enhanced technology feature, which allows rapid resolution of clients’ needs via phone.

CitiPhone is committed to building a people culture that is inspired to deliver personalized client experience with each and every client contact. It aims to deliver world class digital and client focused service, innovative financial solutions by empowering its employees and leveraging on global best practices paving the way to local differentiation.