EXCELLENCE IN Customer Experience

Bank of Bahrain and Kuwait (BBK) General Manager Retail Banking, Dr. Adel Salem reveals details about the Bank’s credit cards, the surge in demand for cashless transactions, and BBK’s unwavering commitment to customer service.

WHY DID BBK DECIDE TO INTRODUCE A NEW RANGE OF CREDIT CARDS?

BBK’s decision to introduce a new range of credit cards stems from our unwavering commitment to continuously enhance our services and meet the evolving needs of our customers. We place great importance on actively listening to our customers and ensuring that their needs are effectively addressed. In response to the growing demand for credit cards among our customers, we have taken the initiative to offer a wide range of credit cards. Our goal is to provide our customers with a comprehensive and diverse selection of financial products and services that cater to their individual requirements.

WHAT FACTORS LED BBK TO BELIEVE THAT THIS WAS THE RIGHT TIME TO INTRODUCE NEW CREDIT CARDS?

In response to the significant surge in demand for cashless transactions, both during and after the pandemic, BBK promptly introduced its range of credit cards. With the introduction of these credit cards, we now offer our customers the convenience of instant credit facilities solely using their cards, along with numerous additional benefits. By recognizing the need for accessible and efficient cashless transactions, we believe that this is the ideal time to provide our customers with an enhanced credit card offering.

THE BANK INTRODUCED THREE DIFFERENT TYPES OF CREDIT CARDS AND EACH TYPE HAS SLIGHTLY DIFFERENT FEATURES AND REQUIREMENTS. WHAT IS THE UNDERLYING CONCEPT BEHIND THIS DECISION?

This strategic decision was made based on a thorough understanding of our customers’ needs, with careful consideration given to their specific requirements and profiles. We have effectively segmented our customer base and designed each credit card to precisely align with their unique lifestyles, preferences, and demands. By offering a range of credit cards with distinct features and requirements, we aim to cater to a diverse range of customer preferences and provide tailored financial solutions that best suit their individual circumstances.

WHAT ARE SOME OF THE BANK’S DIGITIZATION EFFORTS TO IMPROVE CUSTOMER EXPERIENCE?

BBK has rolled out many initiatives as part of its digitization efforts which have significantly improved customer experience. These include the opening of accounts digitally via the BBK Mobile app, opening of 5 digital branches (BBKPLUS), a new website, the BanKey corporate app, in addition to Ask BBK service, and self-service machines. Moreover, the Bank launched the Apple Pay service and introduced Samsung Wallet as well as enabling payments through Fitbit Pay and Garmin Connect services. BBK also launched BBK Virtual, a virtual reality experience through the Metaverse, making it the first bank in Bahrain to launch this service.

HOW HAS THE SHIFT TOWARDS DIGITIZATION REFLECTED ON CUSTOMER EXPERIENCE?

With the Bank embracing numerous digital transformation initiatives, we have managed to cultivate long-term positive relationships and experiences with our customers by delivering convenience, speed, security, accessibility, and expanded offerings. We regularly monitor customer satisfaction through our “Your Voice Matters” survey and assess customer feedback and recommendations. For instance, one of the many customer recommendations implemented, the Bank recently enabled the feature of receiving OTPs on international numbers. Moreover, as a result of all the efforts to encourage customers to utilize our digital channels, we noticed a large uptake of transactions conducted online versus transactions conducted in-branch. In 2022, we saw 77% of all transactions were conducted over digital channels. We expect the usage of digital channels to increase during the year 2023.

WHAT DISTINGUISHES THE BBK CREDIT CARDS FROM THOSE AVAILABLE AT OTHER FINANCIAL INSTITUTIONS IN BAHRAIN?

BBK credit cards offer a wide range of advantages that set them apart from those available at other financial institutions in Bahrain. These advantages include complimentary access to airport lounges and the option to participate in the Equal Payment Program, which enables customers to convert any transaction into equal installments spanning a maximum of 24 months. Additionally, customers can earn loyalty points with every purchase, make cash withdrawals of up to 50% of their credit limit, acquire supplementary cards for immediate family members, and enjoy many other attractive features offered by BBK or any of its business partners. We strive to provide a comprehensive and rewarding credit card experience that goes beyond standard offerings in the market.

DOES THE BANK OFFER ANY LOYALTY POINTS TO REWARD CUSTOMERS FOR USING BBK CREDIT CARDS?

BBK takes pride in its loyalty program, “Thameen,” which serves as a token of appreciation for our esteemed customers. Through this program, our valued customers earn points for every purchase made using their credit cards. These points can be redeemed for an array of rewards, including enticing options such as cashback and air miles points. We believe in recognizing and rewarding our customers’ loyalty and ensuring their credit card experience is both fulfilling and beneficial.

WHAT OTHER BENEFITS WILL BBK CREDIT CARDHOLDERS ENJOY?

As a BBK credit cardholder, you will enjoy a host of significant advantages, notably through our widely acclaimed Equal Payment Program, available with numerous retailers both within Bahrain and across the globe. This program boasts a highly sought-after feature, “Buy Now, Pay Later.” It empowers you to conveniently cover any local or international transactions worth BD100 or more in convenient installments, spanning a maximum period of 24 months. Currently, we have forged collaborations with esteemed retailers such as iWorld, the authorized distributor of Apple products, GIG insurance group, Extra, and YK Almoayyed & Sons (Nissan and Infiniti). Furthermore, we are continuously expanding our network of partners, and more details will be unveiled in due course.

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