At Asian Banker Summit 2010, Microsoft announced that the Singapore operations of Maybank, has been able to meet major banking customer challenges through key business benefits from the implementation of Microsoft Dynamics CRM. “Implementation of CRM helped Maybank Singapore address a number of front-end sales & service process challenges included manual distribution & tracking of sales leads and marketing lists assigned to front-end sales personnel and an inconsistent view of customers as front-liners and middle-office users had access to different systems for customer information. Bank also needed visibility for escalation & tracking of customer service requests, which could cause long turnaround times for inter-department investigation and resolutions relating to user inquiries or feedback. With implementation of its C-Portal for CRM, Maybank Singapore was able to address these challenges. CRM helped the bank achieve its single-customer view objective by establishing real-time as well as synchronized batch-integration of critical customer and account data from its bank-wide customer information file and core-banking systems,” notes Microsoft.