Saudi Awwal Bank (SAB) has become the first financial institution in Saudi Arabia to achieve the ICXS-2019 International Customer Experience Standard certification from the British Standards Institution (BSI). The recognition highlights SAB’s dedication to providing exceptional service and adhering to globally recognized best practices. This certification applies specifically to the bank’s Wealth and Personal Banking (WPB) Operations, with broader implications for the Saudi banking sector.
The announcement, made recently by SAB, signifies a major step forward in the bank’s ongoing efforts to improve service quality and operational efficiency. The certification process involved a comprehensive assessment of SAB’s customer-facing procedures and internal support systems. This achievement positions SAB as a leader in customer experience within the Kingdom.
SAB Leads the Way in Customer Experience Innovation
The ICXS-2019 standard, developed by the Institute of Customer Service, provides a framework for organizations to build and maintain a customer experience strategy focused on consistent, reliable, and high-quality interactions. SAB’s successful attainment of this certification demonstrates a commitment to exceeding customer expectations and fostering long-term relationships. This is particularly important in the increasingly competitive Saudi banking landscape.
According to SAB, the WPB Operations team spearheaded the preparation and assessment, collaborating with other departments across the organization. This collaborative approach underscores the bank’s understanding that a positive customer journey requires seamless integration across all functions. The bank’s focus on operational excellence is a key component of its overall strategy.
Alignment with Saudi Vision 2030
SAB’s investment in customer experience directly supports the goals of Saudi Vision 2030, a national strategy aimed at diversifying the Saudi economy and improving the quality of life for its citizens. Enhanced financial services and a customer-centric approach are crucial elements of this vision. The bank’s leadership views this certification as a tangible contribution to the Kingdom’s broader development objectives.
Ghada Al Jarbou, Chief Operating Officer at SAB, stated that the certification reflects the bank’s dedication to operational excellence and outstanding customer service. She emphasized the teamwork and commitment of SAB’s employees as essential to achieving this milestone. Al Jarbou also noted the certification strengthens SAB’s position within the banking sector.
The bank, with a history spanning over 90 years in Saudi Arabia, has evolved into a leading corporate and institutional international bank. SAB also holds a prominent position in wealth management and personal banking, trade finance, and digital service innovation. This long-standing presence and continuous adaptation have been vital to its success.
Following its merger with Alawwal Bank in March 2021, SAB’s paid-up capital stands at SR 20.5 billion. The bank operates under the supervision of the Saudi Central Bank and benefits from its partnership with the HSBC Group, providing access to global expertise and resources. This partnership enhances SAB’s capabilities in areas like digital banking and international transactions.
While the ICXS-2019 certification currently applies to WPB Operations, SAB has indicated its intention to extend these standards across all its business units. This broader implementation is expected to take place over the next 12-18 months. The bank will likely focus on integrating customer feedback mechanisms and refining internal processes to ensure consistency.
Looking ahead, the industry will be watching to see how SAB leverages this certification to further differentiate itself in the Saudi market. Continued investment in technology and employee training will be crucial for maintaining its leadership position in customer service. The impact of this achievement on competitor strategies and the overall evolution of financial services in the Kingdom remains to be seen.
