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CASE STUDY


Mashreq Bank UAE and i-exceed deploy enterprise mobility apps


E


nterprise mobility management, designed to secure corporate data and processes on employees’ mobile devices, has enabled the creation of business apps which


significantly improve staff productivity, process efficiency and reduce turn-around-time on responses, ultimately contributing to the wider enhanced customer service offered by organisations.


To this end, UAE-based Mashreq Bank has embraced enterprise mobility to enhance staff experience, by working with i-exceed Technology Solutions and its Appzillon Platform to first develop three apps that focus on the bank’s corporate and investment banking group relationship managers (CIBG RMs), who are already realising significant benefits. Following the success, Mashreq aims to roll out an app every quarter to extend its enterprise mobility footprint to all relevant staff. Mashreq is already recognised as a pioneer in the region’s digital innovation landscape with extraordinary external digital transformation through NEO, its internet bank; mobile banking app; adoption of future-focused AI and robotics technologies; and digitisation of the bank’s branches.


The business drivers


“We have seen a rapid deployment of customer-facing capabilities,” says Mashreq Bank’s group head of operations and technology, Sandeep Chouhan. “But you could argue we missed a trick wherein customers could do a lot more on their mobile devices than our staff were able to. Customers had a much more evolved, frictionless experience, but our staff experience was, in comparison, neglected.”


Mashreq embarked on an internal digitisation drive by providing staff with productive, highly intuitive apps with a clear mandate: improve the effectiveness of the CIBG RMs. The goal was to enhance direct customer engagement, and to help reduce the number of layers and minimise the bureaucracy of day-to-day transactions that require their physical presence in the office. Mashreq decided to initially focus on services that were digitally initiated but not digitally fulfilled. “We looked at certain customer journeys, such as funds transfers, remittances, loan bookings and approvals, the things that require second and third level approvals,” says Chouhan.


Sandeep Chouhan: aiming to enhance customer engagement


Within the context of the competitive Middle East service market, time and accuracy are important parameters. Mashreq is reputed for its broad range of retail and commercial banking services in the region and abroad. Its partner, i-exceed, has provided services related to the bank’s core banking system, Flexcube, and is developing an app that provides a 360-degree customer view. The company’s digital platform, Appzillon, now forms the basis of Mashreq Bank’s mobile framework.


CIBG RM apps


The apps developed by i-exceed were different from the traditional multi-year, high-risk and high-cost IT projects typically associated with the banking sector as it had a quicker, agile delivery and consequent rapid return on investment.


The apps support three key activities of a CIBG RM’s daily routine: meeting clients, reviewing financial transactions and responding to client queries.


www.ibsintelligence.com | © IBS Intelligence 2018


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