Mashreq wins Best Call Centre Strategically Aligned Award 2011

Mashreq, Leading UAE financial institution won the Best Call Centre of the year award - strategically aligned category by Middle East Call Centre awards 2011 organized by INSIGHTS. The award is a testament to Mashreq’s capabilities to constantly reach out to customers and ensure high-standard services are offered to them.

In 2010, the bank won the Best Call Centre award in the greater than 70 seats category. The Strategically aligned category demonstrates day-to-day operations of the call centre implementing the strategy of the bank.

The Middle East call centre award, which is an annual event, is designed to constantly, honour organizations in the region who adapt to the important role in retaining and building relationships with customers, and the innovative new ways that call centre’s are implementing to add value to the overall vision of the company.

Mashreq has been recognized for its customer centric approach of managing a harmonious banking relationship with its clientele and for the synergy that has been observed from channels to the various businesses. Criteria for choosing the winners included volume of calls received on daily basis, efficiency in servicing customers and most importantly number of cases that are accommodated with ‘First Contact Resolution’ from the first communication with customers.

Gavin Sanderson, Head of Distribution at Mashreq commented, “Winning this award is a testament towards Mashreq’s continuous endeavour to develop its communication channels. A call centre is the first mean of interacting with our customers, and it is critical that it is equipped with the highest calibre of employees to offer not only world-class service but also required consultation. We understand the important role of call centre operations for the sustainability of any business as customer loyalty and retentions are two important aspects.”

Mashreq Direct Banking Centre employees undergo series of extensive training to deal with a wide variety of issues, offering customers with the utmost comprehensive assistance to ensure their banking requirements are met in a language convenient to our customers. It employs over 50 UAE national undergraduates on a part time basis, many of whom migrate onto Mashreq’s Al Mustaqbal programme after graduating.

The centre resolves over 90% of customer queries from the first call made and all issues are aimed to be resolved within 48 hours.

Mashreq’s call centre is among the most advanced and progressive in the region, managing a large volume of calls every day of the week. In recent years, Mashreq implemented a range of pioneering human resource techniques to ensure that call centre staff remain motivated and eager to help with customers' questions and inquiries.