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Westbrook Builds Highly Customer Centric Service Platform For Bank ABC’s New Digital, Mobile-only Bank ‘ila’ On Salesforce Service Cloud

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Westbrook develops highly customer centric CRM and service platform on Salesforce Service Cloud for Bank ABC’s digital, mobile-only bank – ‘ila’ to roll out from Bahrain across multi territories in MENA

Westbrook was engaged by Bank ABC to build out a highly customer centric platform on Salesforce Service Cloud to both act as the system of record and the customer lifecycle journey planner for ila, an innovative lifestyle banking offering launched in Bahrain with plans to expand across the MENA region. Westbrook integrated these cutting edge new customer platforms with Bank ABC core banking applications and facilities to provide a seamless customer experience, including direct links to contact centres. ila enjoys the highest level of security and encryption and all communications are managed across the platform including using in due course the renowned Salesforce Marketing Cloud.

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Bank ABC Deputy Group Chief Executive Officer, Mr. Sael Al Waary commented:

“ila reflects Bank ABC’s commitment to drive financial services to the next frontier, combining technology with a human-centric design to redefine banking for the next generation. Arabic for the word ‘to’, ila promises to propel its users from where they are, “to” where they want to be, enabling their long-and-short-term goals and aspirations through an extremely personalised approach to banking and financial management, aided by artificial intelligence and sophisticated data analytics.

As opposed to traditional banks, ila has been conceived and built differently from the ground up, keeping the customers and their rapidly evolving needs at its core: ila is agile, connected and intuitive.

We recognise that the customers of today are not the same as the customers of tomorrow and so, it became our obsession and challenge to create a bank that mirrors their fast, connected and always on the go lifestyles. We merged cutting edge technology and human understanding to design a bank that is aligned with modern life. This is just the beginning of the journey – as we gather more insights about our customers, ila will continuously evolve, giving users the chance to co-create future features.”

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Ambrose McGinn Westbrook CEO said:

“The successful launch of ila is a fantastic reflection of the power of the Salesforce customer success platform and the dedication, commitment and capability of the professionals involved across Westbrook and Bank ABC. I am very proud of this significant and highly innovative achievement and look forward to its continuing enhancement and success.

A project of this magnitude and complexity brings its own challenges however the overarching proposition and the insight from Bank ABC allowed us to create a delivery programme to parallel their expectations. It is a ground breaking development in this market and one to be immensely proud of being involved with.”

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