Emirates NBD strengthens customer intelligence with SAS

By Edil Corneille

Emirates NBD, a banking group in the Middle East, North Africa, Turkey (MENAT) region serving over 14 million customers in 13 countries, has invested in advanced analytics to empower its Customer Intelligence & Engagement (CIE) team. The team is tasked with integrating data across all systems and applications, creating a cohesive and predictive customer experience across corporate, retail, investment, and private banking.

With a clear focus on strengthening customer experience, the CIE team has broken down silos and formulated a one-stop analytics solution, powered by the SAS Multiplier Effect framework.

Vikram Krishna, Executive Vice-President, Head of Group Marketing & Customer Experience, Emirates NBD said, “With the SAS Multiplier Effect framework, we have transitioned from a product-centric to a customer-centric approach. Our customers benefit from more targeted communications that match their needs, while we significantly increase our campaign conversion rates resulting in improved revenue, profitability and, most importantly, customer satisfaction.”

Sachin Chandna, Emirates NBD’s Head of CIE added, “SAS has enabled us to leverage data to right serve customers with relevant campaigns that enhance their lifestyles, thus optimizing their banking relationship with us. Through personalization we can drive deeper engagement and build trust, in addition to enhancing sales.”

Emirates NBD customers who were earlier offered loans on credit cards and balance conversion now receive the most appropriate product to their solution, increasing campaign conversions by 10 per cent, as reported by the bank in a press release. Debit card retention campaigns have generated 33 per cent additional spends, and foreign exchange offers for high net worth customers have resulted in a 60 per cent activation rate from 30 per cent of the target customers.

Marcel Yammine, General Manager, Gulf and Emerging Markets at SAS said, “Our predictive models help optimize customer data by identifying those who are more likely to complete a purchase or transaction. It also helps improve customer satisfaction by reducing repeat calls from service employees. These customer intelligence initiatives show how accurate targeting has a direct impact on the business’ earnings and the overall customer experience.”

The SAS Multiplier Effect framework, an evolving analytical platform, ensures that Emirates NBD’s business intelligence is relevant and timely. The framework enables data creation and reporting, predictive analytics and the development of machine learning models.