Mashreq Bank has inaugurated the first imashreq branch at the Deira City Centre in Dubai. This branch is fully automated aimed at offering a better customer experience which includes virtual teller machines (VTM) that allow customers to video chat with a representative of the bank if they feel the need.

The imashreq branch concept is aimed at providing an innovative digital banking experience to customers with seamless integration. It allows smooth banking transactions without any queues, delays and frustration. Customers can make all kinds of banking transactions including payment of utility bills, credit card application, loan application and money transfers. If customers want assistance they can engage in a video conversation with a representative through the technology which has been implemented.

imashreq will have longer opening hours which will facilitate customers to make banking transactions after the usual banking hours. After the launch of E-Cube concept branch by the bank, this is another innovative idea introduced by Mashreq.

Farhad Irani, Head of Retail Banking Group was present at the launch of the new revolutionary concept. He said that Mashreq has set a bar for other banks to follow. He further added that the new innovation will help the bank attract more customers and significantly increase market share. He also said that the latest initiative is in line with Dubai’s vision to transform the Emirate into the smartest city in the world. He said that the bank is delighted to play a role in turning that vision into reality.

Shaker Zainal, Mashreq’s Regional Head of Distribution said that Mashreq believes in implementing innovative ideas for customer satisfaction which is reflected in the latest initiative. He explained how the new concept will help empower the customers and enable them to carry out complex banking transactions.

The new service is driven by Avaya SmartEngage and enables customers to process various banking transactions such as cheque book request and updating customer records.

Mashreq also announced the launch of its new electronic banking service unit at Emirates Headquarters. In an attempt to enhance customer experience a wide variety of products and digital services will be made available. This includes the one of its kind deposit machines which allow automated deposits providing convenience to customers as they won’t have to wait in line.