SAS signs strategic partnership with Mashreq

New initiative to automate the UAE financial institution’s entire campaign management

SAS, the leader in analytics, has signed a strategic partnership with one of the UAE’s leading financial institutions, Mashreq to automate the Bank’s entire marketing campaign management infrastructure across it’s growing regional retail presence in key markets including Egypt, Qatar, Kuwait, Bahrain and of course, the UAE.

Aiming to provide the best value to clients – with customer experience being a top priority - Mashreq will implement the SAS® Marketing Automation solution to streamline, automate and measure marketing campaigns. The solution will also increase Mashreq’s operational efficiency, generate higher response rates and improve ROI. This comes as part of the Bank’s commitment to launching customer centric financial solutions.

“After Mashreq’s successful implementation of our Anti-Money Laundering and Enterprise Guide solutions in 2015, our partnership now extends to improve Mashreq’s marketing automation processes,” said Marcel Yammine, General Manager, Gulf & Emerging Markets, SAS.

“Through SAS Marketing Automation solution, Mashreq’s team can optimize and build target-oriented marketing campaigns, which work well with The solution’s analytical capabilities. Mashreq can also deliver contextual-based offers in an omni-channel manner to improve customer experience.”

Basker Rangachari, Head of Marketing and Customer Experience at Mashreq commented, “Mashreq is deeply committed to offering customer centric and superior financial solutions to customers. we are harnessing SAS’ high-performance analytics to address customer challenges and improve our integrated campaign management capabilities.

Rangachari continued, “We are implementing the SAS Marketing Automation solution into our processes so that we can offer our customers suitable products relevant to their specific lifestyles and through their preferred channels, thus enhancing our relationship with our customers.”

About Mashreq

Mashreq is the oldest bank in the UAE with an extensive branch network across the Emirates. Mashreq is also present in 11 countries outside UAE with 21 overseas branches and offices spread across Europe, USA, Asia and Africa providing a comprehensive range of international financial services. Established in 1967, Mashreq has established itself as a market leader by delivering award-winning customer experiences and innovative thinking across its financial products and services. Mashreq’s various banking divisions cater to its own unique specialisms and expertise and include: Corporate Banking, Retail Banking, International Banking, and Innovative Treasury Services. The bank also allows for customers to experience Sharia’h Compliant financial banking solutions. As a leading financial institution, Mashreq is committed to supporting every community it serves. In the UAE, the bank pays particular attention to recruiting, training, and developing UAE National employees. Mashreq is the only financial institution in the UAE to have been awarded the CSR Label by Dhabi Chamber for five years in a row.