Mashreq Supercharges Customer Experience with Region’s First Digital Engagement Banking Bot
Mashreq’s banking customers now have access to powerful self-service capabilities and shorter time to resolution for requests. This supercharged customer experience is courtesy of its recently implemented digital engagement banking bot – the first such solution deployed in the Middle East.
Provided by Avaya and Koopid, the bot enables customers to seamlessly transition to a browser-based chat session with a virtual agent. The system securely authenticates customers, uses native-language processing to correctly interpret their enquiries, interfaces with the bank’s back-end systems, and presents relevant details in an appealing visual format.
“We’re seeing a clear shift in how customers prefer to interact with our bank. After moving away from physically visiting our branches, they are now increasingly engaging with us through the multitude of digital channels that we offer. This latest deployment follows the digital-first approach that Mashreq has pioneered in the region,” said Ellis Wang, Group Head of Technology, Transformation and Information at Mashreq.
And if, during the chat, the support of a human agent is required or requested, the engagement bot seamlessly transfers the case to an agent while providing the agent with full details of the enquiry up to that point.
Describing how Avaya and Koopid worked with Mashreq to optimize the efficiency of the banking bot, Ram Kashi, Co-Founder & Head of Business Development at Koopid, said, “Together, we identified the main reasons customers call the bank’s contact center, and closely examined their service journeys. We then mapped these to the bot’s workflows so that the AI-powered agent can provide the most fluid and intuitive self-service experiences.”
Fadi Hani, Vice President, Avaya Middle East, Africa and Turkey, added: “This implementation is yet another demonstration of Mashreq's commitment to being an early adopter of new technologies that elevate digital experiences to new heights. This AI engine will also serve as a platform to intelligently automate operations for the bank’s customers and employees, paving the way for ongoing service enhancements and increased efficiency across departments.”