Mashreq Bank seeks to transform sales with Dynamics 365

UAE-based bank in the midst of an ambitious digitalisation programme

Tags: CRMCloud computingMicrosoft CorporationUnited Arab Emirates
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Mashreq Bank seeks to transform sales with Dynamics 365 Chouhan: A well-equipped employee is more productive, saves time and serves customers swiftly – and that builds customer loyalty.
By  David Ndichu Published  October 17, 2017

Mashreq Bank is to run Microsoft Dynamics 365 as its commerce platform, the software giant has announced.

The bank said the versatile, mobile capabilities of Dynamics CRM 365 in particular appealed to its business development team. Additionally, Dynamic CRM 365’s cloud-based tools have allowed Mashreq's 800+ sales agents to enhance lead management, whether in the office or in the field.

"The Dynamics 365 mobile system is completely paperless and has been one of the most significant transformations of our sales force automation model," said Sandeep Chouhan, group head of operations & technology, Mashreq Bank. "When our relationship managers meet our customers, queries, requests and complaints can all be captured and transmitted to operational teams in real time."

Another transformative aspect of Mashreq's Dynamics CRM 365 implementation has been the bank's ability to gain a much deeper understanding of its client relationships powered by data and intelligence - enabling employees to manage and maintain customers effectively.

“Mashreq Bank is a pioneer in the regional financial services industry because we have never stopped innovating,” said Chouhan. “Innovation is part of our DNA. We are continually looking for ways to enhance efficiency for our employees, because it helps us in building, maintaining and enhancing customer relationships. A well-equipped employee is more productive, saves time and serves customers swiftly – and that builds customer loyalty.

Mashreq is in the midst of its ambitious digital transformation programme that aims to build on its history and further disrupt the regional financial services market. The bank has led the sector in moving its operations from traditional branches to the Web and mobile enterprise apps.

Mashreq and Microsoft have been working together for more than 15 years on enhancing customer experience and employee empowerment. Using Microsoft CRM products, coupled with Microsoft Office, the bank has, over the years, enabled its workforce to improve productivity and serve customers more effectively. Also, in light of the developments in the cyber landscape, Mashreq has leveraged the security capabilities that come with Microsoft’s cloud-based solutions.

“Digital transformation takes many shapes, but always brings real business benefits,” said Sayed Hashish, general manager, Microsoft Gulf. “In our long relationship with Mashreq, we have watched them innovate and lead again and again. With Dynamics 365, they will be able to make deep dives into their customer relationships and empower employees to work from anywhere. This innovation will allow Mashreq to solidify its place as a market leader.”

Now celebrating its 50th anniversary, Mashreq Bank is one of the UAE's leading financial institutions. Its retail business spans the GCC region, including markets such as Egypt, Kuwait and Bahrain. The company attributes its sustained success to product and service innovation. It was the first UAE bank to install ATM cash dispensers, and the first to issue debit and credit cards to its customers, as well as offer loans to private individuals.

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