This Case Study explores how

Al Hilal Bank in UAE has

successfully applied RFID

technology to alert managers

when preferred customers enter

the bank’s premises.

Al Hilal Bank Delights Customers with RFID-based

TrackPeople

Key Business Benefits

Instant visibility as the customer walks into the bank Delight customers by greeting them automatically and connecting them to aware and informed staff Bank staff gets discreet support to improve relationships with preferred customers and to quickly conduct contact-free transactions by scanning the tag

Highlights

Case-study

Business SolutionThe bank needed a solutions specialist who would understand their requirement well. After considering TrackIT’s business record, technology capabilities and their unique range of RFID solutions, Al Hilal Bank chose to deploy TrackPeople to enhance their strategic commitments to valued customers.

The solution was to issue special RFID enabled cards to preferred customers. The tags serve the purpose of alerting specific bank employees in recognizing the customers right away when they walked into the bank. The customer would then be assisted in whatever way necessary to speed up transaction time.

The process begins with issuing cards to preferred customers. New customers are given RFID cards after connecting the RFID number against the customer’s individual account number.

Business DriversIn pursuit of this strategy, Al Hilal Bank has established itself as a leading innovator in the banking sector by applying the latest designs and concepts in technology and introducing several novel services for enhancing customer experience and convenience.

One example of the bank’s commitment to out-of-the-box thinking is its Financial Mall concept branch. As well as combining a corporate presence with a fully-fledged personal banking and wealth management operation, it also offers a coffee shop, airline reservation desk, and walk-in/drive-out auto showroom in a friendly, one-stop shop experience.

Business ChallengeIn its mission to consistently set new, world-class standards in customer service, Al Hilal Bank felt that a non-intrusive customer tracking system with advanced personalization technology would help exceed its preferred customers’ expectations while improving operational efficiency and reducing cost and complexity.

As a young and growing financial institution, it was also important for the bank’s staff to represent Al Hilal’s brand in the best possible light. One possible way would be to have the means to quickly recognize and service value customers.

Customer ProfileAl Hilal Bank was founded by the Abu Dhabi government in 2008. Currently one of the fastest-growing Islamic banks in the UAE, Al Hilal Bank serves customers through 19 branches and over 100 ATMs spread across the UAE and two branches in Kazakhstan. The bank offers a full range of personal and business banking products and services including credit cards, insurance, vehicle finance and investments.

Al Hilal’s strategy is to contribute to the UAE’s rapid economic growth and prosperity while raising the positive profile of Islamic banking around the world.

The RFID-Enabled Loyalty Experience - How It All Works

1. Host triggers readers

2. Reader sends RF signal

3. Tag senses RF signal

4. Tag modulates RF signal with data

5. Reader receives modulated RF signal

6. Reader de-codes and sends data to host

As the customer walks in, the card is read at the door by a reader, and the RFID code is matched with the account number. Almost instantly, the card information is extracted from the bank’s T24 Islamic Model Bank through their IBM WebSphere MQ - an ESB messaging backbone.

Depending on the internally defined business rules, specific staff members get the notification by email, SMS or Pop-up alert on their Desktop Communications Manager (DCM).

by TellersAs the customer presents the card to teller, it is scanned and the RFID link is applied to retrieve customer data from the T24 system. Once verified, the teller then starts the transaction requested by the customer.

Business BenefitsOne key benefit of the RFID notification system is to instruct bank staff to help look up customer records in advance – thereby enabling them to service them better with knowledge of their background and status with the bank.

RFID allows retail and customer-facing services to recognize a customer as he or she walks into the business space, triggering automatic actions such as the display of targeted suggestions and offers via interactive signage or a kiosk. RFID can also provide offers for products customers typically purchase, and enable surprise offers based on a customer’s loyalty level.

In addition, RFID improves the customer experience by speeding up transaction and banking processes, since customers no longer have to dig through a purse or wallet to locate their loyalty card or credit card.

Looking AheadLike Al Hilal Bank, many other personalized service operators in the retail sector can benefit by understanding their preferred customers’ needs and identifying the value proposition they can provide. They can then select the technology that will enable delivery of that experience. Radio frequency identification (RFID) is an ideal technology for providing these new experiences, offering the ability to identify specific customers and match the right products and services to them.

A next-generation banking or service experience needs to recognize, reward, interact with, and treat customers in unique ways to maintain their loyalty. This requires building a program around preferred customer recognition, rethinking each touchpoint and how to use the wealth of insights learned about customers over the years.

Used properly, this data can help create competitive differentiation, enabling faster service, better advice, and consistent, personalized experiences across all touchpoints —and resulting in a competitive advantage for the retail service provider.

Technical / Solution InformationHardware• Motorola XR480• Zebra P640i card printer• Diester UHF mouse reader• UHF cards

Software deployed• TrackPeople – Alert Manager• TrackPeople – Desktop Communications Manager [DCM]• TrackPeople – Web Application

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