Bank Muscat engaged SAS to implement customer relationship management (CRM) channel integration for its growing business demands. The bank integrated multiple customer data touch points with the SAS Marketing Automation analytics engine to analyse customer behaviour in cross-sell offers, digital offers and promotions. This involved multichannel integration, including mobile banking, Internet banking, automated teller machine (ATM), cash deposit machine, SMS and emails.
Bank Muscat’s implementation of the system has led to greater customer scalability. The increase in customer reach through scalable solution implementation is helping the bank to increase the cross-sell revenue. In addition, the project has improved operational efficiencies, increased lead conversion and enhanced real time access to customer data, enabling personalised product offering for higher cross-sell.
Abdullah Taman al Mashani, DGM - Institutional Sales and Product Development, said, “Bank Muscat is proud to be recognised among the banking fraternity for its innovation-driven strategic initiatives. Our commitment to customers is key to providing industry-leading services and setting new benchmarks in banking excellence, in line with our vision and values. We chose SAS as our trusted partner on our journey to offer innovative services and products to our customers and stakeholders.”
Abed Hamandi, regional director - Professional Services, Middle East and Africa at SAS, said, “Bank Muscat and SAS believe that the key to ensuring customer satisfaction is capitalising on data and analytics. We are honoured to receive this prestigious award.”