The Client: Our client is the largest bank in a major gulf nation and is known for a lifetime commitment to its customers, its employees, and the communities in which it operates. The bank is known for investing in digital capabilities that allow it to consistently introduce innovative products and services coupled with world class customer experiences to its customers.

The Challenge: The Covid-19 related lockdown brought an immediate halt to business revenue by the 900-person Credit Card sales organization. The organization operated on a two-sided face-to-face interaction model. This meant it met with clients to sell and convert them to become Credit Card customers and it met with internal stakeholders to process applications and related forms and documents. Suddenly in the lockdown, meeting face to face was not possible and both sales and operations ground to an immediate very slow crawl. The situation was dire.

The Solution: BlueWorld recognized that the bank had very capable employees and enjoyed incredible trust with its customers – many of whom were also going through a painful re-adjustment process in their lives due to the pandemic. The key was how to embed the trust and customer experience the bank was known for into this new reality. In almost no time BlueWorld digitized key workflows using its Digital Connect Platform. Sales, KYC and on-boarding is now performed remotely and securely via secure video, voice and chat without a single required physical interaction.

Transformation: As the sales force has converted travelling time into more sales activities and the seamless user experience became a hit with customers – especially the younger ones – credit card sales took off. The Bank closed their year with a 50% increase in revenue with a 100% increase in digital credit card sales. At the same time, the bank enjoyed a 25% reduction in utilization of other channels that contributed to bringing down cost to serve by 50%. The project has been such a huge success that it won the bank’s project of the year award. With enterprise grade security and scalable architecture, the system now manages thousands of active users and sessions and is leveraged across multiple additional departments and business processes: Telesales, Insurance, Wealth Management, Home Finance and others.

Why BlueWorld: An established storied giant bank reacted to the pandemic with the agility of a FinTech. This needed not just technology but also required an understanding of enterprise systems integration, deep knowledge of cross functional banking functions and ability to drive relevant, continuous change management. BlueWorld has more than twenty years of experience with banks of all sizes and that DNA was leveraged to both help make this project a success and allow the Service Transformation to become a model project for the bank and for the financial services industry in the region.