The Client: Our client is an almost fifty-year-old Bank in a Gulf state. Its Commercial and International arm focus on key corporate segments, while its Retail operation has a robust presence in country. The Institutional and allied banking arm focused on correspondent banking and liquidity management, and the Investment arm handles financial assets and other investments.

The Challenge: The banking industry in the country is transforming rapidly because of FinTech, the emergence of a younger digital native population with big tech experience as a frame of reference, and a progressive central bank pushing digitalization. The Bank’s leadership realized that “Business-as-usual” is no longer an option. They had to act. They had to transform into a customer centric bank that is a partner in their customer’s lives.

The Solution: Being customer centric meant transforming their service to allow their teams to meet their customers at the time and place of their choosing – across all touchpoints and channels. Practically what that meant in terms of projects was debated. BlueWorld worked with the Bank to help them realize that the classic banking combination of basic touch tone IVR and traditional contact centre was limiting the bank’s ambition of providing relevant and timely service to their customers, as many customer inquiries still required face-to-face interaction and branch visits during traditional business hours.

Transformation: BlueWorld used service design principles to re-imagine customer experience for the Bank. The Digital Connect Platform by BlueWorld powers this new personalized customer experience that includes the first 24-hour smart “multichannel” contact centre in the country. Live chat is complemented by BlueWorld’s innovative visual IVR service. The result is that most of the bank’s service can be accessed via a visual interface for the most intuitive self-service experience possible. As a result, service metrics have improved significantly and created brand equity especially with digital first customers. The bank has seen a 78% increase in customer satisfaction, a 53% increase in first call resolution and mobile application use has doubled while overall customer self-service rates have increased by 25%. This project was recently awarded “Most Innovative Banking Project in the Middle East” at a prestigious forum.

Why BlueWorld: BlueWorld’s service transformation approach has been perfected over countless engagements across fifteen countries. This allows BlueWorld to work with the Bank to quickly sketch out the parameters of The-Right-Customer-Service™, use service design to develop a roadmap of solutions, tools and features, and work continuously with internal stakeholders to embrace change. The ability to partner with the Bank on this innovation journey and owning it from beginning to the end is what sets BlueWorld apart.