Overview

First Abu Dhabi Bank (FAB), the largest financial institution in the United Arab Emirates, embarked on a groundbreaking project to revolutionize its customer service and operational efficiency. The primary objective of this endeavor was to create a single version of truth by eliminating customer data silos and ensuring consistent and seamless customer experiences from start to finish. To achieve this, FAB adopted a cloud-based Customer Relationship Management (CRM) system, leveraging Microsoft Dynamics 365 and VeriPark’s VeriTouch CRM for Banking solution. By moving to the Azure Cloud and implementing this CRM, FAB sought to automate and streamline service request handling, complaint resolution, and customer data management, setting a new standard for customer service and operational excellence within the UAE’s financial industry.

In just 5.5 months, FAB transitioned from conceptualization to execution, achieving significant milestones along the way. The project encompassed the integration of over 240 service request types, 160 complaint types, and the incorporation of Robotic Process Automation (RPA) to automate repetitive tasks. Additionally, the Customer 360 Degree View module broke down data silos, ensuring a single source of truth for customer information and allowing the bank to provide superior customer experiences.

Implementation Process

The implementation process of FAB’s cloud-based CRM solution was a remarkable journey that involved meticulous planning, agile methodologies, and the integration of cutting-edge technologies. The project transitioned from concept to execution in an astonishingly short period of 5.5 months, a testament to the dedication and synergy of the teams involved. The process commenced with the setup of the environment and the initial deployment of high-priority service request types. This rapid progress was made possible through the adoption of an agile approach, which allowed FAB to respond swiftly to changing market demands.

The agile methodology formed the foundation of the project, and eight distinct squads were established, led by FAB’s product owners and comprised of architects, technical leads, scrum masters, developers, and testers from VeriPark. This collaborative approach generated an impressive output, ensuring that the CRM system met the unique and specific needs of banking. The project’s agile nature facilitated iterative releases, and three months after the initial go-live, FAB introduced the fully-fledged complaints management module. This achievement was made possible by VeriPark’s unique functionality, the Generic Process Configurator (GPC), which efficiently configured complaints into subject types, offering a high level of customization and adaptability within the CRM system.

Benefits Achieved

• Comprehensive Solution: A unified platform for all service requests and complaints, streamlining operations.
• Real-time Efficiency: Achieving real-time service fulfillment through Straight-Through Processing (STP), significantly reducing customer request turnaround times.
• Customer-Centric: Offering a single, 360-degree view of customers with live data, eliminating data silos.
• Simplified Contact Center: An integrated contact center solution for all retail products and services, enhancing agent efficiency.
• Agile Deployment: Agile methodologies for quicker feature releases and improved service level agreements.
• RPA Productivity: Enhanced efficiency and productivity through Robotic Process Automation (RPA), automating repetitive tasks and significantly reducing errors.
• Extensive Service Implementation: Implementing over 240 high-priority service requests, ensuring a comprehensive range of customer services.
• Automated Testing: Streamlined testing and deployment, reducing manual testing and speeding up the release process.
• Data Integration: Successful data migration and real-time data synchronization for nearly instant updates, ensuring data accuracy.

Conclusion

In conclusion, First Abu Dhabi Bank’s swift and successful implementation of VeriPark’s cloud-based CRM solution has delivered a transformational leap in customer service and operational efficiency. The project’s agile approach, rapid deployment, and the integration of cutting-edge technologies resulted in a unified platform for all customer interactions, significantly reducing response times and errors, and enabling a consistent and efficient customer experience.

Key Facts

Bank Name: First Abu Dhabi bank
Bank Founded In: 2017
Bank HQ: Abu Dhabi, UAE
Vendor Name: VeriPark
Solution Implemented: VeriPark CRM
Timeline: NA