Ethraa by Bankdhofar sets service benchmark

“Customer service is not a department, it is the mindset of an organization.” True to the spirit of collective excellence, Bankdhofar reinforces its mission of delivering world-class banking experience by launching Ethraa - an innovative Service Value System (SVS).

Based on sound research and understanding of customer psychology, Ethraa clearly articulates the behavioural standards that are considered non-negotiable, to be demonstrated by all customer-facing roles in the bank. The system builds upon a framework of customer engagement through effective communication and enhanced employee awareness on the agreed service values, a press release said.

Ammar Askari, head of Customer Experience, said, “Ethraa is a big step towards communicating to our esteemed customers, Bankdhofar’s commitment of providing consistent service delivery. We want to ensure every customer interaction with the bank is exceptional. Through predictably positive experiences, we want our customers to be our brand ambassadors. Therefore, Ethraa is more than a service value system; it is our promise of making banking a more rewarding and satisfying experience across all customer touchpoints”.

The service values that serve as pillars under Ethraa include Relationship - as we work towards building long term relationships by offering products aligned with customer needs, Ownership - taking ownership of every customer transaction, feedback, and complaint, ensuring closure within committed service levels, Voice of Customer - capturing and acting upon customer feedback, to fine tune products, services, and overall customer interaction, Continuous Improvement - conducting regular self-assessment exercises to identify areas for improvement and work to enhance customer service, Fair Treatment and Respect - ensuring customers are treated with the utmost respect and provided transparent information.