National Bonds serving savers

National Bonds has developed and deployed a wide range of technology solutions to reach customers and deliver outstanding service to encourage them to invest and save

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National Bonds serving savers Hani M Hussein, Chief Operating Officer, National Bonds (ITP Images)
By  Mark Sutton Published  May 26, 2016

With its remit to foster a culture of savings and to encourage new savers in the UAE and beyond, National Bonds has also focused a lot of its technology on building new channels to the consumer and in enhancing their experience in interacting with the corporation and its agents. The organisation has a new customer relationship management system — called Manzoma — which has been developed inhouse to unify different channels of customer interaction.

“Everybody wants omnichannels,” Hussein explained. “Omnichannel is all of your channels, centralised in one control, and with the same customer journey [through all channels]. We optimised our model to support the omnichannel concept. We enriched our website and mobile, to the latest framework, that gives our customer a great journey, and we segment our customers based on their trends and behaviour.

“Our new customer relationship management system enables us to move our channels into the digitisation world, and excel in our services to customers,” he added.

National Bonds is keen to develop new channels to customers. The corporation has introduced many different initiatives in this area, including advanced SMS services, an interactive call centre with ingoing and outgoing IVR capabilities, and improved services through its website and dedicated mobile applications for Android and iOS devices. Another channel to market is Sukuk Express, a kiosk service which includes interactive kiosks in around 1,000 locations, which enable the user to buy bonds on the spot. Sukuk Express also includes features in the National Bonds app to enable users to locate the nearest kiosk.

Other routes to connect with customers include empowering National Bonds mobile sales force with mobile point of sale (M POS) solutions comprising smart phones, card readers and laptops which enable them to access the CRM, see customer account details and take credit card payments while out of office.

National Bonds has also integrated the Emirates ID card with its systems, so a new customer can use their Emirates ID card to provide their personal information, and automatically complete registration documents. The corporation will also incorporate the Emirates ID validation gateway service to authenticate the card holders.

A major focus for National Bonds is in ensuring the quality of the customer interaction and customer satisfaction, Hussein added. The corporation carries a lot of measurement of customer satisfaction, including using independent consultants, and IT solutions play a big role in increasing the quality of customer service. National Bonds has developed a Customer Interaction Management (CIM) solution which monitors and records all of the different interactions which a customer has with the company, via any of the different channels such as web, mobile and SMS, and also across most popular social media channels. This allows National Bonds’ customer care staff to know what interactions the customer has, and to automatically access this data when they are in touch again.

The customer relationship solution and other tools have also allowed for better analysis of customers. “Manzoma gave us a chance to filter and segment the customer by behaviour and trends, so that we can offer them products tailored towards their needs based on their investments, so we now understand our customers much, much better, and we can service them better,” Hussein said.

Internal users at National Bonds are also being empowered with new IT solutions, he added. A business intelligence tool, Tableau, has been implemented on top of the data warehouse solution, to give users graphical dashboards for analysis of transactional and business data, with more than 100 automated reports. Users are also equipped with complete work and process documentation, intranet services, and back office systems, to ensure that IT provides complete support and helps to empower the business, Hussein explained.

“This is the success of National Bonds IT. We always align our deliverables to meet the key business drivers, I always identify their key business drivers, and we always align every single process, every single year and build the process up to support the goals.”

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