Bank Muscat wins the Best CX Innovation Award within CX Live Awards Middle East

Bank Muscat, the leading financial service provider in the Sultanate of Oman, was crowned with the Customer Experience Innovation Award at the CX Live Awards Show Middle East 2024, in recognition of its efforts in providing a distinctive experience to its customers through applying a comprehensive approach aimed at providing the best services to cater to their needs and aspirations. Mohammed Sultan Al Habsi, Chief Representative, UAE Representative Office, Bank Muscat, received the award on behalf of the Bank, during a glorious ceremony held in Dubai in the presence of a number of prominent industry figures from the Middle East and the world.
The award reflects Bank Muscat’s commitment to providing high-quality services and products to valued customers, whether through the Bank’s branches spread all over the country or through Mobile Banking and Internet Banking services. Customer satisfaction is a key focus of the Bank’s business as it is always keen to listen to customers’ suggestions and opinions, aligning with its vision and strategy while ensuring a unique and distinctive service. Bank Muscat is also committed to developing its traditional and digital channels to enhance financial inclusion and improve the customer experience. It always gives priority to data protection and privacy through controlling the collection and use of data, ensuring confidentiality, information security support.
Bank Muscat strives to enhance its digital channels to deal with customers’ feedback efficiently. These channels encompass Internet and Mobile Banking services, help desks, call center and website.
Bank Muscat has a dedicated team working under the Customer Experience Department which is aimed to support the Bank’s strategy of fostering a customer-centric culture by ensuring aligning its activities with the Bank’s values, strategic pillars and vision. The department has a comprehensive workforce dedicated to overseeing all customer touchpoints and continuously enhancing the overall customer experience. By working on customer journey mapping, the department adopts proactive approaches to anticipate customer needs and close any experience gaps through quick wins, ensuring a seamless and satisfying banking experience.
The Bank also runs a robust Voice of the Customer (VOC) programme, gathering valuable insights to drive continuous improvements and innovation. Extensive collaboration is carried out between key departments within the Bank, ensuring that customer-centric decisions are at the forefront of all strategic initiatives as well as product and service design. Through a comprehensive approach, the work teams not only support the Bank’s strategic goals but also build strong, lasting relationships with customers, thereby driving customer satisfaction and loyalty.
In addition, Bank Muscat’s Contact Center has become today one of the most important and largest call centers in the banking sector in the Sultanate of Oman. It serves as a vital link between the Bank and customers, supervised by a specialized and competent Omani team, working around the clock throughout the year. The Center achieved a response speed of an average of 29 seconds during the last year, while handling about 8.24 million calls, messages and notifications annually through the Bank’s social media accounts in Arabic, English and Hindi. The Center uses an Interactive Voice Response (IVR) system to process inquiries immediately. In culmination for this great role, Bank Muscat’s Contact Center has won a number of regional awards during the past period.
To enhance communication with customers, Bank Muscat was one of the first financial institutions to allocate special channels in social media, in order to provide the best banking services and facilities and open new channels to best communicate with customers. The Bank has accounts on the X and Instagram platforms, which enjoy a large base of followers. The Bank is also the first financial institution in Oman to introduce “WhatsApp” communication service by using the same contact center’s landline 24795555. Customers can send their inquiries, and apply for various banking services via the line. This comes in order to keep abreast of all current and future technical developments, thus enhance direct and indirect communication with customers, work to process their transactions faster and at all times, and answer their queries on the services provided.
Furthermore, the Bank has adopted the “Customer Service Standards” which reflect its vision, values, culture and strategic objectives. The standards embody the Bank’s commitment to focus on customers by adhering to a set of principles in customer service: respect, confidentiality, transparency, choice and listening. Similarly, the Bank has launched the professional work behavior campaign, which is one of the important initiatives aimed at caring for customers and contributing to strengthening the relationship with them in order to provide better services every day.
Bank Muscat focuses on the development of the human element through holding specialized training courses on how to enhance the customer experience and operational efficiency at the same time. The Bank also emphasizes its commitment to transparency and keeping customers informed of any changes in the terms of banking services or offers that are broadcast through social media, e-mail or SMS.