Amanah Saham Nasional Berhad (ASNB)

This industrial training report summarises my twenty-four-week internship experience at Amanah Saham Nasional Berhad (ASNB), Seremban Branch, from 22 September 2025 to 6 March 2026, which was carried out to fulfil the requirements of the Bachelor Of Business In Human Resource Management (Honours) programme at Universiti Teknologi MARA (UiTM). The purpose of this internship was to gain experience in the real working environment and to apply what I learned during my studies in a real working environment. During my internship, I was assigned to the Operations and Customer Service department as well as the Administration and Support Services department. My responsibilities and tasks included assisting with account registration, supporting subscription and redemption transactions, handling customer enquiries and other administrative tasks. Through these tasks, I was able to gain valuable skills such as communication skills, teamwork, problem-solving, time management and adaptability, as well as gain hands-on experience in customer service operations, unit trust management processes and daily branch operations. This report also includes a SWOT analysis based on my internship observations. ASNB’s strengths is its strong reputation and credibility, as well as its integration of digital and physical service channels. ASNB’s weaknesses include inadequacy of fixed price units for non- Bumiputera investors and frequent malfunctions of self-service kiosks. Opportunities were also identified such as the potential to increase awareness and adoption of the myASNB application and the increasing demand of the estate planning and wealth management services. At the same time, ASNB is facing threats which are increasing competition from banks, fintech platforms and private investment platform and declining investor retention due to lower dividend returns. Relevant recommendations have been proposed to solve these challenges and to protect the sustainability of ASNB. Overall, this internship provided valuable information about the unit trust management process, operations in the customer service, as well as organizational practices in the financial services industry. It has been an opportunity that has contributed significantly to my knowledge about how businesses work and how to deal with customers and thus has improved my personal and professional growth. In addition, such experience has provided me with directions into potential future career of a human resource management professional in the financial sector.