OAB Featured as Case Study in Singapore Branch Transformation Conference

Muscat, April 11, 2018: Oman Arab Bank (OAB), one of the leading Banks in the country, has participated in the Branch Transformation Conference that took place recently in Singapore. The conference was focused on the ‘human-centred design and digital technologies for future branches’ and presented OAB’s ongoing bank transformation efforts as a case study. OAB was also the only bank from the Sultanate to attend the conference.

Commenting on their participation in the conference, Fahd Amjad, the GM of the Retail Banking Group at OAB said, “For any bank, its branches are its core channel of interaction with its customers. As a result it is usually the first point of contact between a prospective customer and a bank. It is therefore, of vital importance that anyone who walks through the doors of our branches is treated to the best possible banking experience in the country. In fact, our vision for this transformation strategy was to be the leading retail bank in Oman in terms of customer experience.”

The conference was held over the course of three days at the Fullerton Hotel in Singapore and saw the attendance of over 150 of business leaders and directors of key divisions within various banks, insurance companies, credit unions, and telecommunication companies from across the Asia-Pacific Region. Attending the event on behalf of OAB and participating as one of 14 speakers at the conference was Ibrahim Gailani, Head of Branch Transformation at OAB.

The event was primarily focused on four key topics – ‘increasing customer footprint through a human-centred design’, ‘transforming the traditional branch to serve complex financial needs and provide a personalised experience’, ‘automating branch processes through self-service and smart ATMs’, and ‘developing digital capabilities for a seamless omni-channel experience’. The conference also included two in-depth workshops, six interactive roundtable discussions, and ten case studies; of which OAB was one.

“It was an honour for us to be treated as a case study as such a prestigious conference. It provided an opportunity for us to share our experience and success story with business leaders from across the region. In fact, the success of our strategy coupled with the positive feedback we have consistently received from customers, has gotten us selected by several international conference bodies to be showcased as a “example of excellence” at expos across Europe and Asia throughout 2018,” added Fahd Amjad.

Over the course of the past three years OAB has been going through a dramatic transformative journey, shifting its focus from more traditional corporate business towards a truly modern retail-oriented bank; one that utilises an advanced digital banking platform to compete at the highest level and become a leading bank in the sector.

The journey has so far been a tremendous success for the Bank thanks in large part to the ongoing branch transformations that see its existing branches being updated to feature an enhanced brand identity with a refreshed look and feel. This sleek, modern, and streamlined look is augmented by a number of advanced features and systems. These include a new digital meet and greet facility with a streamlined queuing system, private advisory spaces with moving monitors for more personal interaction, together with digital signature pads and ID card readers within the advisory station design. All flagship branches also feature a separate ‘Elite’ reception, lounge, and offices, in order to provide premium customers with an elegant and private experience that remains memorable. The branch transformation combines elements of design, form, and function and aims to elevate the customer experience as a whole resulting in better service. Last year alone we managed to complete six branch transformations and we have eight more planned for this year; one of which has already been launched.

Oman Arab Bank is one of the first banks to be established in Oman, with a rich and proud history. Today, the bank operates a nationwide network of 65 branches and representative offices across and 148 ATMs spread across the Sultanate. OAB provides the complete range of financial products and services for personal banking, corporate and investment clients.