Mashreq's fully automated branch ‘imashreq’ wins Best Branch Experience at Retail Banking Customer Experience Benchmark Index

Mashreq, a leading financial institution in the UAE, scooped the “Best Branch Experience” award for its fully automated banking branch, imashreq, at the 11th Annual Customer Experience Benchmark Index (CEBI 2015) organized by Ethos Integrated Solutions, the regional leader in delivering excellence in customer experience.

imashreq is the region’s first fully automated branch designed for customers to carry out their everyday banking transactions at any time of day. Short of queues and long waiting hours, imashreq allows customers to instantly and digitally open accounts make utility payments, apply for new credit cards, request loans and much more.

Commenting on the occasion, Ali Mossa, Head of Distribution, Mashreq, said: “The Retail Banking Customer Experience Benchmark Index award ends a remarkable year for Mashreq on yet another high. Our work on imashreq reflects our dynamic strategy to anticipate and respond to client needs to carry out complex transactions at their own pace. Mashreq strives to provide customers with convenience, choice and innovation – and we believe the exceptional services that we offer are transforming the industry and the customer journey as a whole.”

Launched in 2005, the Retail Banking Customer Experience Benchmark Index is the GCC region’s leading benchmarking study, honoring product and service excellence in the retail banking industry. The research is carried out by a team of highly trained and specialized industry experts looking at differentiating factors – such as retail banks’ reliability, responsiveness, assurance and empathy.