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Mashreq, One of the UAE’s Best Performing Banks, Selects Sprinklr to Drive Unified Customer Experiences

As the oldest bank in the United Arab Emirates (UAE), Mashreq continues to innovate by transforming its customer experience with Sprinklr  

NEW YORK, NY — July 27, 2021 –– Sprinklr (NYSE: CXM), the unified customer experience management (Unified-CXM) platform for modern enterprises, today announced that Mashreq – one of the leading financial institutions in the UAE – is using Sprinklr Modern Care, Modern Sales & Engagement, and Modern Research to advance its customer-centric and client-focused strategies. Mashreq joins other leading financial institutions around the world who are using Sprinklr as a core element of their digital customer experience management strategy. 

Founded in 1967 in Dubai, Mashreq Bank has emerged as one of the leading financial institutions in the United Arab Emirates (UAE), with a strong presence through its international offices spanning Europe, Asia, Africa and the US, as well as financial capitals of the world. 

Because banking is one of the most highly regulated industries, Mashreq requires a technology platform with a strong focus on governance and compliance. Additionally, Mashreq was looking for a single platform that could provide both B2B and B2C customer experience management support, competitive information, efficient customer service capabilities, and automated listening and publishing. 

Mashreq turned to Sprinklr to exceed its needs with the following products: 

  • Sprinklr Modern Care: Mashreq will gain a 360-degree view of the customer across digital channels, gaining insights that are used to improve the customer experience. Mashreq will also be able to provide 1-1 customer service while reducing costs and streamlining processes across banks in multiple locations. 

  • Sprinklr Modern Sales & Engagement: Mashreq will use Sprinklr’s AI capabilities within Modern Sales & Engagement to optimize publishing, engagement, reporting, and asset management across digital channels on one Sprinklr platform. The company can now ensure content is reaching the right audience and driving results. 

  • Sprinklr Modern Research: With Sprinklr Modern Research, Mashreq will be able to glean invaluable insights about its customers and the industry at large. It will also be able to benchmark against competitors to continue to stay at the forefront of the banking industry in the region.

Comments on the News: 

“At Mashreq, we are completely focused on customer centricity across the organisation, a strategy that we are going to fully drive through our digital transformation,” said Rania Nerhal, Senior Executive Vice President, Client Experience & Conduct Officer, Mashreq. “Sprinklr provides us with a platform to truly know our customer across digital channels. Selecting Sprinklr as a core piece of our digital transformation strategy and our single platform for digital customer service, engagement, and research was key to our fundamental objective: enhance the customer banking experience.”

“We’re proud to support Mashreq’s digital transformation strategy, providing each of its branches with a single platform to collaborate internally and add value to customers,” said Kris Wood, Senior Vice President of EMEA, Sprinklr. “We’re looking forward to maintaining Mashreq’s reputation as an innovative bank by bringing its customer experience strategy to new heights.” 

About Sprinklr
Sprinklr is the unified platform for all customer-facing functions. We call it unified customer experience management (Unified-CXM). We help companies deliver human experiences to every customer, every time, across any modern channel, at a once-impossible scale. Headquartered in New York City with over 2,400 employees globally, Sprinklr works with more than 1,000 of the world’s most valuable enterprises — global brands like Microsoft, P&G, Samsung and more than 50% of the Fortune 100. 

About Mashreq
Mashreq is a leading financial institution with an expanding footprint across the Middle East. We have international offices in Europe, Asia, Africa and the US, and a strong presence in the financial capitals of the world. 

As the oldest bank in the UAE, our journey can be traced back to humble beginnings in 1967, followed by periods of rapid growth and strategic expansion. Throughout our history, Mashreq has differentiated itself by pioneering new-to-market concepts and launching unique products and services.

Our innovative approach sets us truly apart, it also continues to win us numerous awards and accolades across all fields including digital banking, the most recent were: Market Leader by Euromoney Cash Management Survey  in UAE for Corporates and in the Middle East and Africa for the Financial Institutions , Market Leader by Trade Finance Survey in the UAE and Middle East, Middle East Best Digital Bank by Euromoney Regional Awards for Excellence, the Most Innovative Consumer/Corporate Digital Bank in the UAE and Best Bank in the UAE by World's Best Bank Awards by Global Finance, Most Innovative Bank in the Middle East by EMEA Finance and many others.

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