Digital Marketing Strategies To enhance visibility and engagement of our products and services and attract new customers, we leveraged innovative digital marketing platforms and strategies during the year. Delivering Value Through Data We view data analytics, artificial intelligence (AI), and machine learning (ML) as transformative technologies for driving innovation in our business. In the context of customer experience, its use allows us to uncover deep insights into needs and preferences, enabling the formulation of hyperpersonalised product creation, targeting, and sales strategies. Our vision is exemplified by the Next Best Product initiative, which utilises ML to generate leads and streamline workflows across multiple business units, including Deposit Marketing Executive (DME), Wealth Consultant (WC), Personal Financial Executive (PFE), Sales Executive (SE), and Sales Response Team (SRT). This innovative approach boosts productivity, minimises resource wastage, and aligns with our sustainability principles by optimising resource utilisation. In 2024, the initiative was expanded to include business rules for Champion Challenges, with leads directed to our Retail Banking Distribution (RBD) team. This expansion delivered impressive results, generating RM2,364.7 million in financing – an increase of over 100% – and RM2.2 million in deposits as of 31 December 2024, which is more than 10% short of the previous year’s target. Additionally, cross-sale targets are being pursued to drive growth in revenue, deposits, and wealth management. By prioritising existing customers, our lead generation strategy ensures long-term sustainability and maximises the value of our current customer portfolio. Embracing Technology for Efficiency and Impact In today’s fast-evolving digital landscape, leveraging technology is essential for driving transformation, advancing operational sustainability, and creating a collaborative, innovative, and resilient organisation. Our Phase 2 Information Technology (IT) Blueprint for FY2024 exemplifies this commitment through innovative solutions that align with our sustainability goals. The adoption of a Cloud-first strategy significantly enhances operational efficiency by optimising resource usage, reducing reliance on physical infrastructure, and improving energy efficiency. Migrating 14 systems to the cloud scales capabilities and reduces our environmental footprint, supporting our commitment to sustainable growth. Mastercard Rewards System The introduction of the Mastercard Reward System in FY2024 marked a significant step towards elevating customer loyalty through innovative reward structures. Bank Islam is the first Islamic Bank in the Asia Pacific to offer Pay with Rewards to its cardholders. Pay with Rewards, an innovative, first-of-itskind rewards programme where they have the freedom to earn and spend their TruPoints like cash, on any type of purchase instantly and seamlessly, at over 100 million Mastercard acceptance locations in Malaysia and worldwide. Hawa Campaign: Successfully implemented Virtual Account Opening (VAO) online campaign between 1 August and 30 November 2024. Al-Awfar Live Draw: Bank Islam’s first live draw conducted on TikTok, Instagram, and Facebook. Social media campaigns: Ongoing promotions on TikTok, Instagram, and Facebook Live. 01 02 03 143 www.bankislam.com 01 02 03 04 05 SUSTAINABILITY STATEMENT 06 07 08 09
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