October 15th , is the launch of the new Maybank2U site and it is quite an awesome site (yeah, we know, we tested it) as it is user friendly and has a lot more  features than the previous one. It is also a nicer looking updated version and caters to all ages, tech savvy or otherwise.

All these changes were done with the intention of creating a serious virtual banking experience for the consumers. As acknowledged amongst the banking circle, Maybank2U is the numero uno virtual banking site in Malaysia at the moment and the new Maybank2U is living up to its own standard.

emmagem had the opportunity to gain some insights into  the  philosophy of the site so that we can fully appreciate it. The new site’s development is helmed by Ahmad Shareza Bin Abdul Rahman, Head of Virtual Banking and Consumer Banking. At 35 years old , a St. Johns Kuala Lumpur boy who graduated in Marketing and Finance, Ahmad Shareza is the youngest person on the management team of Maybank. His impressive office now overlooks his old school. He has been heading the Virtual Banking division since August last year, out of “sheer luck” as he puts in as he was asked to fill in a vacancy left by his previous boss. But like we all know  “luck”  is a good measure of opportunity meeting preparedness.

Sha (as he is fondly known) has been observing  and realized the importance of  the internet growth since six years ago from his  foray at Reuters selling terminals to media companies and news to people like  TV3 . He was also involved in building online space loyalty programmes for Maxis and BlueHyppo as well as feeding messages for SMS messaging.

Sha has been responsible for several firsts in in turning virtual banking into a lifestyle. 2006, saw the launched of M2U Mobile, providing 100,000 customers and growing, with access to their accounts via GPRS and 3G phones. March 2007 the launch of myZone, Asia ‘s first internet banking account for teenagers, currently with 30,000 registered accounts. There has also been a number of growing partnerships with in the development of new products. For instance , M2U Movies with Golden Screen Cinemas, Malaysia’s first movie online payment; M Money with Maxis to offer a mobile wallet service for consumers to spend and send money from their mobile; Air Asia Direct debit, Malaysia’s first online debit ticketing service for airlines. Agent M in partnership with Microsoft ‘s MSN Messsenger Service.
In view of all these efforts , the virtual banking division helped contribute to Maybank winning Malaysia’s Most Valuable Brand award , major strategic branding initiative by the Association of Accredited Advertising Agents!

So Sha, do tell us what is Maybank’s vision for Maybank2U?

Maybank started internet banking in year 2000 and because it is a pioneer in the virtual banking  industry with more than 1 million users currently ( which is 60%of the internet users in the country), the bank recognises that there is a need to stay relevant to the users. So the new site is totally opposite of the of the old one, consumers are getting more savvy and the one size fits all site is no longer enough. We have to redesign it in such a way that it is flexible and fulfills most customers’ needs.

Currently , internet banking is an alternative channel of banking , but the vision is really to  start building awareness and start pumping in facilities such that the virtual banking can be re-engineered to the extent that it becomes a branch by itself . Consumers can literally use the site for customary bank  transactions like applying for housing loans right down to personal insurance via the internet and about the only time they  need to go to the bank  would probably be for withdrawal of money. It would probably be something similar to ING DIrect (in Australia).

My job is to ensure that the site operates profitably like a bank. As there are higher expectations on the website , the transformation process is very challenging as we need to convince people who are used to a legacy of full serve banking. So we engaged social bloggers in a ground breaking event and got them to test out our website and give us feedbacks as they are techno savvy  and heavy users of internet banking. It is also a way for us to test new grounds because the ultimate vision of Maybank2U is to be a website that is created by the customers and the users will become a community. And the key to the site’s success would be how it value adds and sells albeit differently from a branch and to the digitised population.

So we have to ensure that we do not lose the personal relationship with the customers and we find that the internet is a democratization tool as it transcends all age groups.

What are the steps taken to ensure that the internet banking’s service is up to par, because selling insurance  is quite  different from just transacting monies, isn’t it?

Well, basically we have a dedicated product development and technical team that ensure great customer experience online. We also have a call center which I also manage, that is  located in Bukit Jelutong with about 400 trained agents that helps support the site and the Maybank Group. They go through an intensive quality assurance process and they are highly monitored and tracked with quality assurance as part of their KPI (key performance index). They have to go through operation readiness tests and all calls are recorded before they are put in to the field.

So, what is the biggest challenge for you in this job?
Well, it’s probably the human part, it’s like managing an orchestra , learning to listen to it and put people together so they are “harmonious” as a team. So, I encourage open dialogue and get their buy in and also endeavour to always keep an open mind. My staff is a pretty young team and also initially , I  struggled with myself because suddenly I was managing my peers. From being one  of the guys , I became their boss and I was in room by myself whence I would  rather have been sitting amongst them. So I learnt to make difficult decisions in order to lead the team to great results and earn their respect.

What is like working for a leading bank like Maybank?

I would say great because it is wonderful to work with a bank or a company that allows you to explore ideas and opportunities and especially when  money is no issue, provided they are well thought off and justified it. There is immense satisfaction of doing something that is pioneering and trailblazing especially when seeing the results of that idea materialise. And it is greater, to be in an environment where creativity is encouraged and you  can share the success of making something out of an idea with the senior people and 25,000 staffs. In my current job, I also get to present to the Board of Directors and Senior Management which includes our previous, president and CEO, Tan Sri Amirsham and now, to his successor Datuk Seri Wahid , both of whom are very open and encouraging bosses , an experience which is  really amazing for  me.

What is the biggest personal challenge for you so far in your career?

I guess it would be trying to fit in especially when I took on this new role. From not only being no longer one of the guys and also losing some friends , I was also  the youngest person on the management team. The rest were mostly successful senior personnel who has been with bank for a long time and some are nearing retirement. So , imagine me out of one group and  trying to fit into another group and convincing them that my ideas are viable. That was probably some of my darkest moments. But things eventually settled down and I learnt to hold my own on both ends.

What are some of the values that you hold most true?

Integrity, honesty, sincerity, being humble and being receptive to ideas, in that order.

On a lighter note, what is your fashion philosophy in dressing for success?

Well , I am not one for fashion in fact when I was in college my sister was the fashionable one and a part time model but I would be the antithesis of fashion, a bit of a fashion nerd. And in secondary school , it was real big deal to get a school pants or jacket from West Point at Plaza Yow Chuan.

But these days, I appreciate dressing right for the occasion and there is nothing like wearing a suit or a jacket for an event or function. Suddenly , one feels more confident and it feels good because there is a certain sense of belonging.
I don’t believe in expensive brands but as I grow older, quality has become very important. And I personally think, especially for men, a well made jacket or suit tells a lot…

For this interview, Sha has on a Renoma shirt, Salvatore Ferragammo pink tie (it takes a mucho macho man to carry that one with such confidence ), Daniel Hechter pants, shoes by GH Bass and last but not least, worn with pride , watch by Guess with Maybank logo on it (which is one of the bank’s appreciation gift to the staffs)

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