|The Bank of Ayudhya (Krungsri) is Thailand’s fifth largest bank, with the mission to deliver the best customer experience and customer journey as part of its overall digital transformation. In its effort to fulfill this mission, the bank has boldly invested in digital technologies such as artificial intelligence (AI), machine learning (ML), big data analytics (BDA), and robotic process automation (RPA). It has also adopted new approaches to working, such as design thinking, DevOps and microservices, and fintech collaborations to develop its wide assortment of products and services on various digital channels. In an increasingly mobile Thailand, Krungsri has equipped itself to understand better its customers and their pain points, and has strived not just to deliver a true omni-channel experience but also to make an impact on the lives of its customers by giving them the financial wellness they deserve.
Among its innovations include the advanced AI-based feature Smart Advisor that has given 100,000 investment advisories to clients bringing the subscription volume of mutual funds to THB 13,000 million in 2018; the UChoose lifestyle application that delivers hyper-personalized offerings to Krungsri credit card holders by analyzing geo and behavioral insights; the analytics-based decision platform Smart Data Services that has optimized performance across the bank’s business units; and an RPA implementation roadmap that has reduced work by 5,000 manhours in a span of nine months.