GHL System Berhad Annual Report 2020

G H L S Y S T E M S B E R H A D 1 9 9 4 0 1 0 0 7 3 6 1 ( 2 9 3 0 4 0 - D ) 24 SUSTAINABILITY STATEMENT CONT’D CUSTOMER GROWTH As a prominent Fintech player in the fast evolving payments industry, the Group has stayed committed towards integrating sustainability practices in delivering products and services, as well as making strategic investment decisions to ensure constant customer growth. The Group’s Core Value, “ Customer is the Boss ”, promises to develop a deeper understanding of customers’ needs through data analytics. This way, it will aid in improving customer reach through various channels that deliver speedy customer service, providing tailor-made solutions that enhance customer experience, and at the same time ensure protection of customers’ information. Customer and Merchant Experience Customers’ and Merchants’ experience and feedback are some of the crucial components which help further improve the Group’s product offerings and services. This, along with the exceptional customer service provided across the Group, helps harness customer loyalty and satisfaction. In order to improve and serve customers and merchants better, the Group provided various channels for clients to reach out and convey their feedback either via phone call, email, and/or self-service online Merchant Portal. The Group also constantly works on improving the way it connects with customers and merchants, facilitated by digital communication tools. In March 2020, the Group launched GHL Intelligent Support Assistant (GISA) in Indonesia and Malaysia (in April 2020). GISA is a Chatbot and Live Chat application that allows customers and merchants to submit their requests or enquiries through Artificial Intelligence (A.I.) automation. This came at a timely manner due to the COVID-19 lockdown where our customers and merchants who were under lockdown could still reach out to us. The Group placed strong emphasis on conducting ‘two-way communication’ with customers and merchants. A ‘Welcome’ call to new merchants is usually done to gather insights on their experience while using the services offered. Such feedback are imperative towards further improvement in customer satisfaction. The Group also leveraged on data analytics to monitor customer and merchant activities, which then allows for swift action when performing service recovery of inactive users.