Maybank Singapore bolsters customer engagement with mobile app

Maybank Singapore has launched the ‘Maybank TREATS SG Lifestyle’ mobile application, aimed to boost customer engagement on digital platforms.The app looks to allow card members to redeem rewards in an e-coupon wallet as well as receive real-time notifications on promotions, privileges and flash deals. These rewards range from air miles to branded merchandise, with over 200 rewards for selection. New card applications can also be made through the app.In addition, Maybank has teamed up with the Manchester United Football Club to conceptualise a "Football Fan" gamification element within the mobile app, offering top scorers a chance to win attractive prizes. This includes both virtual football skills and answering trivia questions. Both entities had been partners since 2011.Alvin Lee, head of community financial services at Maybank Singapore explained that the launch of Maybank TREATS SG Lifestyle app aligns with the Bank’s digital strategy to create "seamless and real-time communications" with customers."We started to digitalise our cards business in 2015 so as to accelerate business growth, improve process efficiency and build new competencies to meet the changes in our operating environment," Lee added. The move also "heightens" Maybank cards value propositions and looks to bring greater value to customers.According to Karen Low, Maybank’s head of cards for Malaysia and Singapore, the rewards programme in the mobile app “allows the bank to reach out to customers in real time.”“In addition, the post-redemption reporting will be sent electronically to merchants for cost and inventory tracking, and overcomes common issues that merchants face, such as over-redemption which results in increased costs,” she added.