AmBank Group sees 18% website traffic boost after digital overhaul

AmBank Group has reported an 18% rise in traffic to its retail banking website and increased user engagement after a transformation of its digital operations using Progress Sitefinity Cloud.

AmBank Group, one of Malaysia's largest banking groups, undertook a significant digital overhaul by migrating from a legacy content management system to the Sitefinity Cloud platform. The bank identified limitations in its previous system prohibiting efficient management and rapid content updates, prompting the search for a more intuitive, scalable, and flexible solution to empower its teams and improve digital services.

The strategy involved consolidating four distinct websites - serving corporate, retail banking, individual and institutional client services, and a business microsite - onto a unified platform. This centralised approach was designed to streamline digital operations and content management, whilst reducing reliance on IT for day-to-day updates.

Shazman Shahid, Head of Group Corporate Communications & Marketing at AmBank Group, said, "We chose Sitefinity Cloud for its flexibility, scalability and lower total cost of ownership--it met our business requirements without the need for overly complex enterprise-level solutions."

He added, "Our marketing fraternity within the Group now has greater control, is much more efficient and better prepared for future growth and digital innovation. In addition, our digital presence didn't get unnoticed by our customers and partners, and the feedback we've received has been nothing less than excellent."

A key aspect of the digital transformation was the implementation of AI-powered content personalisation tools. These enable AmBank's marketers to tailor digital experiences to diverse audience groups and interact effectively at multiple customer journey touchpoints. Marketers can now enact real-time changes, editing and publishing content with a high degree of customisation and less dependence on IT intervention.

The migration to Sitefinity Cloud has also resulted in significant financial efficiencies. AmBank estimates it has saved more than RM500,000 compared to other potential solutions, in addition to achieving its business objectives in digital operations and customer experience enhancement.

The platform's multisite capabilities have allowed AmBank to preserve a consistent Group brand identity across all their digital properties. This has contributed to a more unified customer experience while strengthening the organisation's online presence.

John Yang, Vice President, Progress APJ, commented on AmBank's adoption of the technology: "In today's AI-driven era, digital speed and efficiency are critical for organisations to remain competitive and drive growth. We are proud to support AmBank Group, the first bank in Malaysia to implement Sitefinity Cloud, in achieving these essential objectives."

He continued, "By leveraging our technology, AmBank has modernised its digital experience while investing in a robust, future-proof platform that will continue to drive success. We look forward to witnessing their ongoing innovation and growth."

Sitefinity Cloud is a cloud-based, AI-powered content management system designed with enterprise needs in mind. Built on .NET technology, it provides content management and personalisation features, as well as integrated core customer data platform capabilities, which allow for efficient multichannel content delivery. These tools support organisations in undertaking digital transformation initiatives by improving operational efficiency and reducing time to market.

AmBank Group's 18% increase in website traffic and improved customer engagement metrics follow the bank's decision to centralise and invest in modern digital platforms. The results indicate a measurable impact on both customer experience and overall operational agility.