Case Study 1: Co-creating Value with Online Banking Services: The Case of Maybank

Abstract

As the largest component of the domestic financial system, the Malaysian banking industry has achieved significant milestones since the country gained Independence in 1957. The Central Bank of Malaysia, Bank Negara Malaysia (BNM), regulates the industry with the aim of fostering monetary stability within the system. One of the strategies undertaken by BNM is the implementation of the Financial Sector Blueprint 2011-2020, which incorporates measures that promote greater use of technology in financial services. In line with BNM’s efforts, Malayan Banking Berhad (Maybank) has introduced various self-service technologies to create more efficient and innovative banking services for its customers. This case study discusses how Maybank has evolved over the past five decades, particularly in its adoption of self-service technologies. The case highlights one of Maybank’s most popular virtual platforms, Maybank2U (M2U), and how it has empowered customers in managing their own banking transactions. The case also reviews the challenges faced and resolutions undertaken by Maybank in its quest of humanising financial services through M2U, amid an increasingly modernised business environment.

…Our customers have been the Group’s most important asset, standing by us through the Maybank Group’s journey. We have achieved the market positioning that we have today due to their continued support and belief in us (Maybank 2014a)

—Datuk Farid Alias

—Maybank Group President & CEO