Technology Featured Southeast Asia

Techcombank to hyper-personalise banking experiences in partnership with Adobe

Vietnam Technological and Commercial Joint Stock Bank, also known as Techcombank, has announced its multimillion-dollar and multi-year partnership with Adobe. The partnership will be seeing the launch of the first end-to-end customer experience technology platform in Vietnam.

Techcombank will be using Adobe Experience Cloud to deliver hyper-personalised banking experiences in real-time across offline and digital touchpoints. The launch will also mark a significant milestone in Vietnam and Southeast Asia’s banking industry.

Techcombank’s investment in Adobe Experience Cloud, including Adobe Real-Time Customer Data Platform (CDP), will form part of the integrated technology platform that will help determine the best personalisation format for its customers. This will be done by analyzing customer browsing behaviours and deploying persona-based discovery paths.

“Today’s consumers are banking across multiple online and offline channels, and it is critical that we meet their expectations wherever they choose to engage or transact,” said Jens Lottner, chief executive officer at Techcombank

He added, “With Adobe’s successful track record of working with leading financial services organizations around the world for the past decade, we are excited to partner with Adobe on our ongoing five-year transformation strategy, and accelerate our journey of being the leader in the customer-led digitization of the Financial Services Industry (FSI) in Vietnam.”

Simon Dale, managing director of Southeast Asia and Korea at Adobe, also said, “We are thrilled to be part of Techcombank’s journey to enable the digital transformation of Vietnam’s finance and banking industry.”

He further commented, “Using Adobe Experience Cloud, Techcombank will be able to deliver better and faster experiences for customers, advancing its long-term vision to inspire a more robust digital skills economy and workforce reskilling in Vietnam.”

As Vietnam aims to accelerate national digital transformation efforts in the finance and banking industry, Techcombank and Adobe will also be building the digital skills economy by unveiling an inaugural Center of Excellence (CoE) to upskill teams and develop digital talent.

To this, Dale commented, “Our CoE will develop the digital capabilities of teams within Techcombank to leverage the tools within Adobe Experience Cloud. This will simultaneously accelerate the bank’s digital transformation journey and enable the development of industry-leading digital talent within the bank.”

Adobe has also previously made updates to its Adobe Substance 3D suite to help brands be more metaverse-ready.

Main Feature Technology Partners APAC

What’s NEXT 2023: Is ‘messy customer data’ costing your business a fortune?

If you know your customers so well, then why do you keep treating them like strangers? It’s a conundrum APAC marketers, brands, and retailers face every day – and a challenge they are desperate to solve. Let us deep dive into the economics of ‘messy data’, and how to unlock the value of personalised marketing efforts through the art of identity resolution.

In its simplest form, fragmented customer data is muddling marketing efforts to get a clear view of who customers actually are. Common critical marketing mistakes are sending customers promotional emails for products they already own, blasting them with ads for clothing they don’t like, or placing them on hold for 45 minutes as a customer service representative tracks down their details when they want to return something. 

And the impact to the bottom line is a lot higher than you may think – to the tune of AU$16 billion, in some cases. Meanwhile, according to the global Zendesk Customer Experience (CX) Trends Report 2022, nearly 70% of APAC consumers feel as though customer service is an afterthought for businesses. On top of this, 94% say they are willing to spend more with companies who personalise the customer service experience, and 71% reveal they would switch to a competitor after one bad customer service experience. 

Unlocking the value of your data with identity resolution

ID resolution is the process of connecting and matching different data points across multiple devices and channels to form a unified view of a single customer, allowing brands to connect the dots between fragmented data to form a complete picture of an actual person.

The goal of ID resolution is to identify the same individual within and across all data sources that contain customer information. Simple enough. But why, then, is it such a tough nut for brands to crack? Because a truly complete and up-to-date view of the customer must combine an individual’s transactions from multiple sources — point-of-sale, e-commerce, email interactions, loyalty data, mobile app engagement and more. It also has to include historical data as well as new data that are produced every day when customers interact with a brand. The scale and scattered nature of it all has kept effective ID resolution out of reach for most brands.

Consider this incredibly common scenario: your brand just received a new online buyer called Victoria. You send her your welcome series. At the same time, another in-store customer called Vicky hasn’t purchased from you in four months, so you send her discounts persuading her to shop with you again. Here’s the kicker — Victoria and Vicky are the same person.

Creating a new era of customer success

The benefits of getting ID resolution right are the cornerstone to any organisation’s success. With an accurate customer data foundation, all departments across the company have the same access to customer information in real time. This access ensures the customer will have a seamless journey at every touchpoint, whether that’s in-store, online or with customer service. 

Even more, quality ID resolution prepares organisations for a cookie-less future by building a hearty, privacy-compliant, first-party data set, providing a buffer against increasingly strict privacy policies that limit the use of third-party data. With deeper customer relationships, brands can speak to their customers on the individual level, boosting customer loyalty and increasing lifetime value. 

ID resolution improves marketing performance and ROI too. Smart segmentation allows brands to create highly targeted campaigns for specific customer segments, cutting down on redundancies. This gives brands the ability to react in real-time and effectively allocate budgets, cutting down on expenses. 

First-class ID resolution software should be powered by machine learning (ML). With ML, match rates and accuracy improve over time even when unique identifiers are incomplete, inconsistent or unavailable. At the same time, ML-based ID resolution uses probabilistic data linking, allowing human-like logic to catch inconsistencies that more rigid matching schemas couldn’t process. 

It’s also key for your ID resolution software to be transparent, providing a clear idea of the process. This builds trust and confidence versus ‘black-box’ processes that don’t show how an answer came about. ID resolution software should also provide a stable customer ID and allow for enterprise scalability – handling and resolving massive amounts of customer identities quickly and cost-effectively, regardless of the size of customer data volume.

Even more, the best solutions are flexible, allowing for simple updates and management and not ‘one size fits all’ to ensure they meet your unique business needs. Above all, expertise should be at its core, providing you with an implementation and support team with deep experience and know-how.

The right ID resolution platform enables brands and organisations to take control of their customer data, systematically improve customer relationships, foster brand loyalty and win.

3 reasons true ID resolution is solid gold for your brand:

A great ID resolution strategy takes ‘dirty data’ and turns it into value — forget about ‘garbage in, garbage out’. With true ID resolution, it’s ‘garbage in, gold out’. 

  1. Most marketing activation channels charge by volume, so having bad ID resolution wastes money in the form of duplicate marketing.
  1. Exceedingly simple ID resolution makes it impossible to accurately understand who the most valuable customers are, leading to bad customer experiences, incorrect analytics and inaccurate personalisation.
  1. The marketing technology landscape is cluttered with SaaS offerings that overly specialise in a subsection of data. Adopt a strategy that can handle all your data, otherwise, it will just reinforce silos and not truly solve the problem.

Find out more by downloading Amperity’s Identity Resolution: Connecting the Dots and Understanding Your Customer guide here.


This article is written by Billy Loizou, area vice president of Amperity.

The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT 2023. What’s NEXT 2023 is a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for the upcoming year.

If you are a marketing leader and have insights that you’d like to share on upcoming trends and practices in marketing, please reach out to [email protected] for an opportunity to be part of the series. 

Technology Featured Southeast Asia

Meralco taps Talend to enhance customer experience

Singapore – Philippine electric company Meralco has tapped system software company Talend as part of the company’s customer-centric digital transformation. Meralco will leverage Talend’s Data Fabric in order to deliver healthy data and enable advanced analytics through its new data platform.

The electric company’s data-driven strategy plans to improve its data insights and drive innovation across the organisation to further level up customer experience and operations.

To help the company navigate the rapidly changing market conditions, Meralco embarked on its digital transformation journey in 2020 with a solid data driven strategy to power customer centricity through data. It implemented the Meralco Data Platform (MDP) to improve customer experience, service delivery, and operational efficiency. 

Through the MDP, Meralco is revolutionising its data collection, processing, and utilisation, to serve as the unified business intelligence and analytics platform that leverages its data to extract information and insights.

The MDP is a significant milestone in Meralco’s data driven strategy as this is consistent with the strategic directions of Meralco President and CEO Atty. Ray C. Espinosa, which is to elevate the utilisation of data and technology to advance the company’s goals of delivering value to the business and providing excellent customer service.

Meralco also uses Talend to broaden data access and offer a self-service platform for business users to consume quality data. With Talend, Meralco has innovated and modernised its data infrastructure, supporting a new data lake, data warehouses, data science workbenches, and the rationalisation of a business intelligence platform.

Rocky D. Bacani, first vice president and head of information, communication, technology and transformation at Meralco, said, “By unlocking the value of information to insights and harnessing the connected intelligence across Meralco, we bring to light where and how we can drive exceptional service to our customers, streamline our internal operations and create new opportunities for innovation – fully recognizing the power of data as an enabler of business growth.”

Meanwhile, JJ Tan, regional director for Asia at Talend, commented, “The energy sector demonstrates that it is one of the most strategic industries for global economic recovery in this post-pandemic period. Meralco, with Talend, is treating data as an asset and working to extract as much value from it as possible. We’re delighted to support Meralco in its effort to deliver healthy data across the organisation. By embracing the power and capabilities of a modern data platform, Meralco is well placed to meet the rapidly evolving needs of the markets and customers.”

Marketing Featured Southeast Asia

Maxis delves into the metaverse to create new immersive experiences for customers

Kuala Lumpur, Malaysia – Communications service provider Maxis has delved into the metaverse as part of their ‘Rangkaian Kita Rangkaian Malaysia’ campaign which aims to serve every Malaysian in every possible way. Maxis aims to explore the future of living, working, playing and learning in the metaverse.

Through the platform, Maxis provides a glimpse into the possibilities of what the future may look like from multiple perspectives – from essential services, customer engagement, enterprise solutions showcase, gaming, attracting talent, immersive education and building an ecosystem of partnerships with multi-industry verticals.

As part of the metaverse launch, Maxis has unveiled Malaysia’s first Virtual Telco Store in Metaverse, Maxis Centre Decentraland, a connected retail experience on the metaverse to benefit customers with specific offerings. 

Users will be able to shop for Maxis’ products and services using the latest 3D technology, view and get ideas on how they can transform their homes with Maxis’ home devices powered by Maxis Fibre, and even purchase collectible NFTs through collaboration with Malaysian artists. 

Patrick Er, chief sales and service officer at Maxis, said, “The metaverse mirrors our brand purpose and our What’s Possible core value as it expands minds to the possibilities of what we can do in the digital future to continue serving our customers in the best possible way. This is just the beginning of an exciting digital journey and we look forward to more to come on this platform, so keep watching this space.”

There has been no shortage of brands and agencies regionally and globally tapping into the metaverse for other engagement, including HSBC, Wunderman Thompson, Salim Group, Millennium Hotels, Standard Chartered, Charles & Keith, Samsung, and Spotify.

Technology Featured Southeast Asia

Conversational AI Haptik ties up with tech firm MDI NOVARE for CX offering

Manila, Philippines – Conversational AI platform Haptik has partnered with MDI NOVARE, the Philippine-based information, and communications technology solutions provider, aimed at facilitating the widespread use and value of AI chatbots for businesses in the Philippines.

The partnership will benefit Haptik by having a strong local partner to improve and solve customer experience (CX) challenges in the Philippines market. Through this, Haptik and MDI NOVARE will jointly transform customer experience across sales, customer support, and co-marketing, as well as sales enablement, and training with AI-powered virtual assistants.

With MDI NOVARE’s vast regional presence and industry experience in the Philippines, the partnership will also strive to help businesses automate customer support, boost lead generation, generate revenue, and at the same time deliver uninterrupted and delightful CX across every channel using Haptik’s cutting-edge AI/ML NLP technology.

Anila Rao, Haptik’s vice president and business head for APAC, shared that with the launch of their conversational partner program a few quarters back, their focus in APAC countries has been mainly to look for strategic partners who can add value and help elevate customer experiences for their clients through Haptik’s AI chatbots and enterprise CX platform.

“Thanks to MDI NOVARE’s presence, scale, and strong reputation of over 30 years in the Philippines region, it did not take us long to decide, collaborate and jolt this strategic agreement together. With Haptik’s industry-leading virtual assistants and chatbots built using the best NLP architecture, we feel it’s a great win not only for MDI NOVARE and Haptik but also for businesses in the Philippines,” said Rao.

Meanwhile, Allan So, MDI NOVARE’s chief commercial officer, commented, “We are happy to team up with Haptik to bring AI solutions to more businesses in the Philippines. Growing our footprint in AI with best-in-class partners like Haptik is part of our mission to be the National Champion in Technology as we bring the power of AI chatbots to deliver next-level Customer Experience.”

Technology Featured ANZ

InMoment, inQuba offers journey-first approach to CX improvement 

Sydney, Australia – Experience improvement solutions company InMoment and customer journey SaaS platform inQuba have teamed up to offer a journey-first approach to customer experience (CX) improvement to greatly reduce churn, increase adoption, and lower costs.

The combined offering gives companies a one-stop solution for customer-centric organisations to integrate their customer experience (CX) and customer journey (CJ) management programs to greatly reduce churn, increase adoption and lower costs.

In addition, the InMoment and inQuba partnership enables CX practitioners to understand why customers stall or quit a transaction across channels, and provides personalised, contextual interventions that move customers forward toward their goal.

“With this journey toolkit, customers can also track individual journeys by overlaying context, understanding segments, anticipating an action with visual analytics and machine learning (ML) all in an effort to stay agile and adaptable, optimise the experience, and remain relevant to the consumer,” both companies said in a press statement.

Wendy Greenham, senior director of global partnerships at InMoment, said, “Today, customer experience insights are not enough. What moves the needle is the ability to drive action and a tangible return on investment. inQuba, like InMoment, goes beyond insights to drive business outcomes for their clients. This partnership will help our joint customers improve acquisition and retention as well as enable reduced cost of service.”

Meanwhile, Michael Renzon, CEO of inQuba, commented, “InMoment XI combined with inQuba Journey Management takes experience improvement to an unprecedented level for CX teams, delivering the holy grail of insights to action to commercial outcome. CX leaders are demanding more – the ability to clearly identify experience themes, zoom into the underlying journeys, understand granular customer and segment detail, and change customer behaviour and commercial outcomes in real time. Together we deliver just that.”

Platforms Featured Southeast Asia

VPBank partners with iGTB to boost CX

Hanoi, Vietnam – Local bank VPBank in Vietnam has signed a partnership agreement with iGTB, the fintech platform of Intellect Design Arena, to enhance its corporate and SME customer’s experience, as well as operational efficiency.

The partnership is aimed to bring the bank closer to the goal of being the most customer-friendly bank through technology in 2022 with iGTB’s products and services for its corporate, commercial and SME clients.

According to VPBank’s CEO Nguyen Duc Vinh, they will continue to improve customer experience and expand the business ecosystem through a new and efficient digital technology, which will transform its cash management. He also added that they are set to significantly increase the competitive edge for the bank and retain their leadership position as a preferred bank of choice for both SME and for corporate customers.

“VPBank has always been a pioneer in selecting the most up-to-date technology to power accelerated digital transformation. Strengthening our IT Infrastructure to enable and automate digital strategy is our key to improving productivity by 20-30% in order that we stay ahead of the competition. This is why harnessing disruptive digital IT initiatives is currently a major priority for us,” Duc Vinh said.

Meanwhile, Manish Maakan, CEO at iGTB, commented that the partnership powered by iGTB’s global expertise in transaction banking technology will help VPBank achieve its goal of becoming the most customer-friendly technology-driven bank and the most valuable bank in Vietnam.

“I am proud that this latest VPBank deal transformation deepens Intellect’s portfolio to a dominant position in Vietnam. Our investments into iGTB Cash Cloud and platforms are the keys to a faster go-to-market, so that our client portfolios across APAC, Middle East, Europe and Americas can realise early returns on their technology investments,” Maakan said.

He added, “Our simultaneous market-depth strategy is a result of years of investment into local Vietnamese regulations & payment systems, backed by iGTB’s local relationship managers and delivery teams out of Hanoi, and our longstanding partnership with Vietnamese FPT Information Services.”

This transformative cash management platform aims to delivers a seamless customer experience with a completely digital integrated transaction banking suite of iGTB’s cash management, trade finance, payments, account services, collections and liquidity ,management powered by its front-end contextual banking experience (CBX) platform.

Technology Featured ANZ

Alida to launch data centre in Australia

Sydney, Australia — Alida, a Total Experience Management (TXM) software company, has announced the upcoming launch of its new data centre in Sydney in winter this year. 

The new Sydney data centre, which will cater Australian and New Zealand customers, enables an increase in data performance and speed in these regions. It also promises to aid global organisations operating or looking to expand within the Oceanic region. Having locally available data will enhance the data collection process and efficiently meet clients’ regional compliance requirements. 

Riaz Raihan, president of products and engineering at Alida, believes that customer centricity lives at the heart of Alida’s business priorities and is the driving force behind this exciting new data centre.

“We made the decision to launch this service expansion after carefully listening to our customers and taking action on their desired data needs. We look forward to offering our customers in Australia and New Zealand a local CX solution that yields high performing and reliable data collection services,” said Raihan. 

Meanwhile, Steven Medeiros, SVP and general manager at Alida APAC, shared that Alida’s expansion in Australia will enable their clients to build better engaged and online communities for ongoing customer feedback.

“Working together with our local partners, we are in a great position to help organisations across Asia Pacific to improve their customer experience, accelerate innovation, increase revenue, and mitigate decision risk,” said Medeiros. 

Technology Featured Global

Anzu, Oracle Moat join forces to enable first-to-market viewability measurement for in-game ads

Tel Aviv, Israel – In-game advertising solution Anzu and Oracle Moat, a measurement and marketing analytics suite that is part of Oracle Advertising and Customer Experience (CX), have announced the launch of its first-to-market viewability measurement for in-game ads. 

This means advertisers working with Anzu have access to third-party viewability verifications and in-view metrics by Oracle Moat when running in-game ads, either direct or programmatically, on mobile and PC.

The in-view ad impressions within in-game take into consideration the percentage of the creative on-screen, the ad size, time in view, and the angle of the ad to ensure a robust and accurate measurement is made. 

Moreover, these metrics are also available globally, no matter where advertisers are running their campaigns from. In addition to in-view metrics, Oracle Moat will also continue to verify impressions delivery and detect invalid traffic (IVT) across Anzu’s in-game banner and video ad formats.

Ben Fenster, chief product officer at Anzu said, “Providing third-party measurement is essential to building effective media strategies, industry confidence, and wider adoption of in-game advertising, helping to establish it as an ad category. We’re excited to be the first to bring Oracle Moat’s viewability measurement for in-game ads to advertisers, and we look forward to helping them establish clear benchmarks when it comes to viewability so they can see how their in-game campaign performance compares to other channels.”

Meanwhile, Mark Kopera, head of product at Oracle Moat added, “As advertisers continue to invest in in-game advertising, it’s crucial that they can measure key viewability metrics, like the percentage of an ad that appeared on-screen, time in-view, and more. By expanding our collaboration with Anzu, we’re able to give advertisers the measurement tools they need to make more informed buying decisions to reach these highly engaged audiences across gaming environments.”

Platforms Featured Southeast Asia

PLDT taps Medallia, Kantar to support telco’s CX implementation

Philippines – PLDT, one of the largest telcos in the country, alongside its wireless subsidiary Smart Communications, have announced its partnership with global customer experience and employee platform Medallia.

Through the CX implementation Medallia will be supported by global media company Kantar in implementing the technology solution across PLDT and Smart. Medallia and Kantar joined the PLDT team for a digital signing ceremony to officially seal the deal. Furthermore, with support from Medallia and Kantar, PLDT and Smart aims to optimise customer experience management across all channels, including digital platforms, mobile phone applications, and contact centres. 

Alfredo S. Panlilio, president and CEO of PLDT and Smart, said, “A large part of our commitment to provide world-class connectivity for all Filipinos is to empower our people and processes with technology that allows them to render the best customer experience.”

He added, “Our engagement with Medallia and Kantar gives us this technology, and empowers us to listen and respond to our customers more effectively, as they are our North Star for all group-wide efforts,.”

Meanwhile, Leslie Stretch, president and CEO of Medallia, commented, “To thrive in the highly competitive world of telecommunications, providers must delight customers and employees by responding to their needs with the same speed, interactivity, and connectivity that they expect from your network.”

“Medallia helps amplify the voice of customers across all touchpoints, enabling PLDT and Smart to listen and act on feedback in a consistent, deliberate, and thoughtful manner. We look forward to working with PLDT and Smart to delight customers with world-class experiences,” Stretch added.

He added, “Medallia continues to expand across the telecommunications industry in APAC and currently works with customers in key markets including Singapore, Japan, and Indonesia, to help optimise their customer experience.”