[OR] [AmB] [E2] [P3] [S2] [C16] Developing a Communication Strategy

Developing a Communication Strategy for Operational Resilience at AmBank Malaysia

Introduction

Operational resilience is a continuous effort that requires effective communication throughout the organisation. As part of the “Sustain” phase in AmBank Malaysia’s Operational Resilience Planning Methodology, the “Develop Communication Strategy” stage ensures that stakeholders remain informed, engaged, and prepared to respond to disruptions.

A well-structured communication strategy aligns with regulatory requirements, maintains trust among customers and stakeholders, and enhances the organisation’s ability to adapt to operational disruptions. Below, we outline the implementation steps for developing a communication strategy, along with relevant examples from AmBank Malaysia.

Implementation Steps

1. Identify Key Stakeholders

Objective: Determine who needs to be informed and engaged in operational resilience efforts.

Actions:

• Categorize stakeholders into internal and external groups.
• Define their level of influence and information needs.
• Establish communication channels for each stakeholder group.

Example for AmBank Malaysia:

• Internal: Senior management, department heads, branch managers, IT teams, compliance officers, and customer service representatives.
• External: Bank customers, regulatory authorities (e.g., Bank Negara Malaysia), vendors, and the public.
• Communication Channels: Internal emails, town halls, intranet updates, regulatory reports, press releases, and social media.

2. Define Communication Objectives

Objective: Establish clear goals for operational resilience communication.

Actions:

• Ensure compliance with Bank Negara Malaysia’s operational resilience guidelines.
• Maintain customer confidence and prevent the spread of misinformation.
• Keep employees informed and trained on resilience protocols.

Example for AmBank Malaysia:

• Ensure that all employees understand their roles in operational disruptions.
• Provide timely updates to customers on service availability during system outages.
• Communicate cyber incident responses transparently to stakeholders.

3. Develop Communication Protocols and Messaging

Objective: Standardize messages to ensure consistency and clarity.

Actions:

• Create pre-approved templates for different types of disruptions (e.g., cyberattacks, IT failures, fraud incidents).
• Define escalation procedures for crisis communication.
• Ensure regulatory reporting aligns with Bank Negara Malaysia’s compliance expectations.

Example for AmBank Malaysia:

• For IT Service Disruptions:
• Internal Message: “We are experiencing a temporary system outage affecting online banking. The IT team is actively working on a resolution, and services are expected to resume by [estimated time].”
• Customer Message: “Dear Customers, we are currently experiencing a temporary technical issue. We apologize for the inconvenience and are working to resolve it as soon as possible. Please visit [bank website] for real-time updates.”
• For Cybersecurity Incidents:
• Employee Alert: “A potential cybersecurity incident has been detected. Please follow the secure login procedures and report any suspicious activities immediately.”
• Public Statement: “We have identified and contained a cybersecurity threat. No customer data has been compromised. We continue to monitor the situation and will provide updates.”

4. Establish Two-Way Communication Mechanisms

Objective: Enable real-time feedback and stakeholder engagement.

Actions:

• Implement hotlines or dedicated support channels for employees and customers.
• Establish real-time monitoring systems for crisis communication.
• Collect feedback through surveys and stakeholder meetings.

Example for AmBank Malaysia:

• Employee Reporting Hotline: A secure internal platform for reporting system vulnerabilities and operational risks.
• Customer Inquiry Portal: A chatbot or FAQ section on the bank’s website to answer operational resilience-related questions.
• Regulatory Engagements: Regular discussions with Bank Negara Malaysia to align with resilience expectations.

5. Train Employees and Conduct Simulations

Objective: Ensure preparedness and consistency in communication.

Actions:

• Conduct crisis communication training for key personnel.
• Organize tabletop exercises and simulation drills to test response effectiveness.
• Evaluate and improve communication processes based on feedback.

Example for AmBank Malaysia:

• A cyberattack simulation exercise where employees practice responding to a data breach scenario.
• A branch-level crisis drill simulating a sudden power outage, testing staff’s ability to handle customer concerns and escalate issues.
• Post-exercise debrief sessions to analyze communication gaps and refine strategies.

6. Monitor, Evaluate, and Improve Communication Strategies

Objective: Continuously refine the communication plan based on lessons learned.

Actions:

• Assess communication effectiveness through post-incident reviews.
• Update protocols based on emerging risks and regulatory changes.
• Enhance stakeholder engagement through ongoing dialogue.

Example for AmBank Malaysia:

• After a major IT disruption, conduct a customer satisfaction survey to measure response effectiveness.
• Review internal incident reports to identify communication delays or gaps.
• Adapt messaging strategies to new regulatory guidelines issued by Bank Negara Malaysia.

Developing an effective communication strategy is crucial for sustaining operational resilience at AmBank Malaysia. By identifying stakeholders, defining objectives, standardizing messaging, enabling two-way communication, training employees, and continuously improving processes, the bank can ensure clear, timely, and reliable communication during operational disruptions.

This structured approach enhances customer confidence, meets regulatory expectations, and strengthens the bank’s ability to respond, recover, and adapt to challenges in an evolving financial landscape.

Operational Resilience Framework: A Case Study of AmBank Malaysia
"Sustain" Phase of the Operational Resilience Planning Methodology
C14	C15	C16	C17	C18	C19

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