How AmBank Turned an Inconsistent Telesales Operation into One That Runs Itself

For nearly 50 years, AmBank has been one of Malaysia’s most trusted names in banking. But trust alone doesn’t solve an operational problem, and for their telesales and collections teams, the problem was always the same. Not enough consistent, reliable people to run campaigns the way they needed to.

Company Profile

AmBank Group is a leading financial services group with over 50 years of expertise in supporting the economic development of Malaysia. We have over three million customers and employ over 8,000 people.

The Group was listed on the Main Market of Bursa Malaysia in 1988. It is the sixth-largest banking group by assets in Malaysia, with a market capitalisation of more than RM21.8 billion as at 31 March 2026.

AmBank Group serves over three million individual and corporate customers. It provides services in wholesale banking, retail banking, business banking, investment banking and related financial services which include Islamic banking, underwriting of general insurance, life insurance, family takaful, stock and share broking, futures broking, investment advisory and asset management services in unit trusts and real estate investment trusts.

Challenges

• Workforce inconsistency: Hiring and retaining a consistent team for telesales campaigns was an ongoing struggle, with no reliable solution in sight.
• Understaffing at critical moments: Workloads were unpredictable, and whenever a new campaign requirement came in, the team was often left short-handed.

Solutions

AmBank partnered with AI Rudder to take the dependency on headcount out of the equation.

• Telemarketing AI Voice Agent (Bilingual: Malay and English): A fully bilingual AI voice agent handled telemarketing campaigns in both Malay and English, ensuring every customer interaction felt natural and on-brand regardless of language preference.
• Collections AI Voice Agent (Bilingual: Malay and English): The same bilingual capability was applied to collections, giving AmBank a consistent, always-available presence across their entire collections workflow.

Results

With AI Rudder running their outreach, AmBank no longer had to worry about whether they had enough people to run a campaign. The results reflected that newfound consistency.

• Conversion rates improved as more customers were reached through better-targeted, more consistent interactions.
• Testing multiple cross-selling campaigns simultaneously became straightforward, no longer limited by team capacity.
• Performance became consistent and measurable, giving the team clearer customer insights than they’d had before.