Generative AI Chatbot for Inclusive Customer Support Qorus-Infosys Finacle Banking Innovation Awards 2025

Concept and Objectives

Bella is a Generative AI chatbot developed to expand digital self-service access for all customer segments. Its core objective is to automate routine banking inquiries while enhancing operational efficiency across service channels. Bella reduces the burden on the contact centre, allowing agents to focus on complex, high-value interactions that require human intervention.

Reasons Behind

More than half of BSN’s inbound call volume consisted of routine queries, placing strain on agents and increasing response times. As customer expectations shifted toward real-time, always-on support, BSN introduced Bella to improve service accessibility, inclusivity, and responsiveness. The initiative reflects BSN’s vision of “No Malaysian Left Behind” and its aspiration to be a leader in customer service excellence.

State of Competition

While customer-facing chatbots are becoming more common, most remain rule-based and confined to fixed menu paths. Bella uses Natural Language Processing and Generative AI to interpret free-text queries and deliver contextual, conversational replies in both Malay and English, delivering a more intuitive and human-like experience.

Sources of Inspiration

Bella was inspired by BSN’s vision of inclusive service delivery and its long-standing commitment to accessible, efficient, and customer-first banking. It aligns with BSN’s Transformation Blueprint, which maps digital innovation across key customer intents including onboarding, daily banking, financing, and servicing. Within this framework, Bella plays a strategic role as a core enabler under the servicing pillar.

Departments Involved

Internal stakeholders included Customer Experience, Contact Centre, Information Technology, Strategic Communications, Compliance, Risk, and Audit departments.

Main Results So Far

Since launching in January 2025, Bella has handled over 13,000 monthly inquiries and deflects around 400 routine questions daily. This automation has saved approximately 1,764 minutes of agent time per day, improving contact centre efficiency and call-handling capacity without increasing cost or headcount. Bella has also achieved a 70% customer satisfaction rate.

Next Steps

To further increase accessibility and convenience, Bella is planned for integration with messaging platforms such as Facebook and WhatsApp, allowing customers to engage seamlessly on their preferred digital channels.