New Way Now: Hang Seng Bank invests in personalized customer service with Google Cloud
19Executive summary: Forrest Chai, Chief Information Officer of Hang Seng Bank, shares how Google Cloud is helping Hong Kong’s largest local bank serve up AI innovation to millions. With a strong data foundation, built on Google Cloud, Hang Seng Bank has transformed its ability to leverage the latest data and AI technologies to invest in new opportunities to deliver personalized service experiences and reshape how it engages with clients.
Challenge: With customer interactions now taking place across many different channels — online, through mobile apps, or in person via contact centers and at physical branches — Hang Seng Bank wanted a way to build a holistic view of a client’s data.
Solution: With Google Cloud, Hang Seng Bank migrated all of its client and transactional data to BigQuery, creating a strong data foundation for new innovation. Historically, the bank was unable to harness the value of end-to-end data insights to understand spending patterns, risk exposure, and risk levels associated with a particular client. In addition, the ability to access powerful computing resources and Google Cloud AI has enabled the bank to reorganize its data and explore new ways to use it to improve customer experiences. For example, Hang Seng Bank is using Vertex AI to power a new knowledge management platform, which enables contact center representatives to easily retrieve information with AI-powered search from millions of documents around products and regulations.
Results: With all of its data on a single platform, Hang Seng Bank is now able to dig into a client’s data and gain valuable insights to help offer products to customers that meet their specific needs and requirements. The partnership has also paved the way for exciting opportunities for more personalized service experiences. Hang Seng Bank moved Hang Seng Index — one of its most critical services — to the cloud, supercharging its ability to come up with new index compositions. These new capabilities could lead to more tailored indexes or even customized indexes for specific segments of clients.
Key takeaways and highlights from our interview with Forrest Chai, Chief Information Officer of Hang Seng Bank:
→ “With BigQuery and our client and transactional data on Google Cloud, we’re able to offer tailored products specifically to their needs. For example, a particular client’s spending pattern, whether or not [they’ve] got an overseas spending record, will allow us to tailor our offering to that client, perhaps on foreign currencies or tribal protections.”
→ “We’ve been accumulating a lot of knowledge around our products [and] our regulation. So now, we actually started to reorganize this data via Vertex AI and allow our contact center staff members to extract data more efficiently through search.”
→ “We partnered with Google to put one of our crown jewel services, Hang Seng Index, onto the cloud. It’s the major index that the Hong Kong stocks are based on. Now, we have the ability to almost come up with new index compositions on the fly. This creates a huge business opportunity of tailored index, or in the future, even customized index for a particular segment of client.”
→ “We chose Google Cloud because of their approach to partnership. The most exciting element and the differentiator is actually the way that we can innovate together and create new solutions together to serve our customers.”
Google Cloud products used: BigQuery, Vertex AI
Learn more:
→ Hang Seng Indexes Partners with Google Cloud to
Supercharge Data and Technology Capabilities: https://goo.gle/43LUeYU
→ Learn more about Hang Seng Bank: https://goo.gle/4kq6S6I