Mashreq Neo was launched in Oct 2017 and was the first digital bank in the UAE. Given that Neo was the first of its kind in the market, customer journeys were designed by simply automating or digitizing the existing processes of the mainstream bank. However, it soon became apparent that digitization and digital transformation are not achieved by automating existing processes but require redesign of customer experience, keeping simplicity and customer convenience at the forefront, while not compromising on regulatory compliance. The case study of Neo will describe how every aspect of the customer journey was digitally transformed to deliver superior customer experience and fulfill the “Digital Bank” proposition.
Sridhar Iyer
Head of NEO and Liability Products
Sridhar Iyer is the Head of Mashreq NEO, the first fully-fledged digital bank in the UAE. Prior to joining Mashreq in 2018, Sridhar held a number of senior positions with Citibank and Lloyds Banking Group in India and in the UK. He started his career with Citibank, India in 1996, where he was responsible for setting up their e-commerce business before becoming their Digital Banking Head in 2003. He subsequently moved to Citibank in London, where he undertook a variety of senior roles for Citi EMEA before joining Lloyds International Banking Group in 2008 as Head of Digital. He re-joined Citibank India in 2013 as Head of Digital Banking and Innovation where he led their Digital Transformation agenda and was responsible for launching a variety of high impact and innovative digital solutions that increased business scale and delivered superior customer experience. Sridhar has been at the forefront of driving digital banking transformation and is regarded as one of the Digital Banking Experts in the UAE.
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Tuesday, 09 June, 2020 01:30 PM|Tuesday, 09 June, 2020 02:15 PM