Cathay United Bank has reaffirmed the customer as the center of its business in its digital transformation journey. Through transformation of culture, services, and processes, Cathay United Bank aims to break silos within the business to foster collaboration for the creation of customer-centric products and services. For its culture transformation, the bank promotes diversity by recruiting digital-savvy employees from different industries to establish a Center of Excellence and User Experience team to work with the Digital Banking business unit, which has grown three times in size within two years.
Cathay United Bank has improved the digital experience of customers through the following: a brand-new version of its mobile app and website to simplify and enhance customer experience, fully automated prescreening for credit card applications, integration with LINE Business Connect to provide core financial services such as credit card application inquiry and fees payment, and more. The bank has also increased traffic to both desktop and mobile website, which is embedded with an AI-powered recommendation platform for financial services and specialized programs using data from its customer relationship management (CRM) and Sitecore Content Management System (CMS). The bank has also utilized robotic process automation to identify business processes that can be standardized. With transformation from both bottom-up and top-down approaches, the project has reaped huge benefits for the organization.