How MBSB Bank processed 75,000+ loan applications in one week
MBSB Bank was launching the Ihsan-i financing programme for EPF members and the launch immediately overwhelmed existing infrastructure. The application process was complex, requiring document verification, eligibility checks, and status tracking. Traditional channels couldn’t handle the volume.
Programme launch triggered a surge of customer inquiries, FAQs about eligibility, application guidance, and tracking requests for applications in progress. Existing support couldn’t provide the responsive, personalized experience customers expected from a modern financial product.
ADA deployed a bilingual WhatsApp chatbot in Bahasa Malaysia and English, handling FAQs, application guidance, and status tracking. WhatsApp was integrated into the bank’s primary customer service workflow with broadcast modules for application reminders.
Phase 2 expanded WhatsApp capabilities to other MBSB products through API-based workflows, with seamless escalation to human agents for complex queries. The result: over 75,000 applications processed in the first week, RM722 million in financing secured within 3 weeks, and 90% of customer interactions shifting to WhatsApp as the preferred channel.
