BRAC Bank launches the country’s first omnichannel banking, linking branches, call centre and digital channels
Photo: Collected
BRAC Bank has launched an omnichannel banking experience for the first time in the country. The initiative, aimed at customer-centric and relationship-based service, connects the bank’s traditional (branch/sub-branch) and digital service channels.
As a result, customers will now get more seamless, consistent and personalised banking services, with complete freedom over when, where and how they bank.
Omnichannel banking was formally launched at a press conference at the Pan Pacific Sonargaon Hotel in Dhaka today. Present were BRAC Bank chairperson Meheriar M Hasan, managing director and CEO Tarique Refat Ullah Khan, additional managing director and head of SME banking Syed Abdul Momen, deputy managing director and head of retail banking Md Mahiul Islam and deputy managing director and head of branch distribution network Sheikh Mohammad Ashfaque.
On the new service, Meheriar M Hasan said, ‘Omnichannel banking is a very important transformation in the country’s banking sector in terms of customer-centric financial services. It brings digital convenience and people-centred service together. By combining modern global banking practices with the needs and behaviour of the people of Bangladesh, BRAC Bank is committed to setting a new benchmark in service quality, accessibility and customer freedom.’
He added that the initiative reflects their commitment to putting customers at the centre of all services and advancing the digital transformation of the banking sector.
Tarique Refat Ullah Khan said, ‘We firmly believe the future of banking lies in understanding customers better and in giving them control over their own banking experience.’
According to him, by combining modern technology, data analytics and personalised support, an integrated banking experience is being created around customers’ needs rather than being confined to any particular channel. The aim is to make banking simpler, faster and more convenient and to further strengthen the foundation of long-term trust and relationships with customers.
The press conference was told that under the new model, the bank’s branches, call centre and digital channels have been brought under one integrated service ecosystem. A customer can start a banking task on one channel and continue or complete it on any other channel without hassle.
The initiative also reflects a strategic shift at BRAC Bank, which is moving away from simple transaction-based banking to focus on relationship-based banking. Its main aim is to serve customers by understanding their needs better, with the help of modern technology, data analytics and bank representatives.
BRAC Bank is committed to making banking more customer-centric, accessible and suited to individual needs by connecting customer information and service processes across all channels.
A key feature of the new system is that customer information and details of previous interactions will be instantly available through any channel. This will allow service officers to know a customer’s previous activity and provide more accurate and faster service.
The main objectives of this omnichannel strategy are to increase customer engagement, improve service processes, help acquire new customers and build long-term relationships with customers.
BRAC Bank will continue to enhance its technological capabilities to make banking simpler and more relevant while maintaining good governance, financial inclusion and service excellence.
Sources
Original report: BSS
