HCL Enhances Online Customer Experience of A Commercial Bank in the Middle East

1. HCL Enhances Online Customer Experience of
The client headquartered in Abu Dhabi in the UAE, is a diversified full service bank
active in all banking services that span corporate, retail and commercial banking as
well as in the areas of treasury derivatives, infrastructure finance, private banking
and wealth management. The Client’s strong franchise is supported by a network of
172ATMsacrosstheUAEand45branchesintheUAEaswellas2branchesinIndia.
The Client is indirectly majority owned by the Government of Abu Dhabi. It is the
thirdlargestbankintheUAEandsecondlargestinAbuDhabibyassets.
Client Brief
A Commercial Bank in the Middle East
BFSI - Middle East

2. ClientRequirements
The client wanted a robust web content
management (WCM )solution that was
scalable, user friendly and ensured faster
implementation. The bank did not want to
outsource the website maintenance to an
external web agency, instead they were
looking for a partner who could provide
content management solutions where the
business users would be empowered to edit
content themselves without having to rely
onanyoneelsetomakeitlive
SolutionsOffered
After extensive evaluation, the bank
selected SDL Tridion for their web content
management requirement and HCL
Infosystems, an expert in SDL Solutions
implementation as an implementation
partnerforthisproject.
The portfolio of solutions offered by HCL &
SDLTridionincludedthefollowing-
Ÿ The bank's main website was hosted in
English and Arabic with consistent
branding and updated content. This was
done using SDL Tridion XHTML and
cascading style sheets. HCL created the
initialtemplatesandmigratedthelegacy
data into the new CMS. The
implementationtookjust21days.
Ÿ The websites of the subsidiaries of the
bank were also hosted on SDL Tridion
just like the main website. This included
the real estate management arm of the
bank, brokerage services division,
Islamic Financial Services division and
rewards program site for bank's
customers.
Ÿ SDL Tridion- This product was deployed
to control the entire digital ecosystem
from one platform, giving the content
contributors who are business owners
full control over content creation,
audience targeting, multi-channel
distribution, language translations,
campaign management and site
analytics
Ÿ Audience Manager, a feature of SDL
Tridion was deployed to understand
who is visiting the site and where they
arecomingfrom.
The bank has also deployed
communication statistics to find out
the popular segment or content on the
site. The objective was to enable the
bank to optimize content and make
adjustments based on visitors'
interests.
Ÿ SDL Outbound Email was deployed to
create separate emails for different
segments of customers and to track
opened mails by the customers or click
onaparticularcalltoactiontoalanding
pageormini-site.
Outbound Email complements the SDL
TridionWCMbycreatingmulti-channel
opportunities for the bank's
communications. For example, credit
card users can be segmented based on
the type of card (platinum, gold and
classic), and each of those segmented
groups get specific mailings
accordingly.

3. BusinessBenefits
Ÿ Website maintenance cost reduced by
50%
Ÿ Improved customer acquisitions and
retention helped bank achieve better
financialresults
Ÿ Efficient utilization of resources-the
business users are empowered to
make changes on the website with
proper content authorization in place
through an effective workflow and
contentreuse
Ÿ Increased customer engagement as
the bank is able to send personalized
emails/ communication to the target
audience based on their product
interestandpreference
HCL developed a number of different
templates depending on which business
unitcreatesanemailornewsletter.
HCL completed the entire implementation
ofoutboundmailinjust9days.
CustomerTestimonial
“BestStructureAward-UAE,forourwebsiteendorsesallthehardworkHCLInfosystems
hasputin.CongratulationstoHCLInfosystems”-AVP

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About HCL Infosystems
HCLInfosystemsLtd.withrevenue(LTM)ofUS$2.0billion(Rs10,401crores)isIndia'sPremierTechnologyCompanyandoffers
a wide spectrum of IT Services and Products ranging from Cloud to Learning Solutions. As a complete IT solutions provider the
company offers comprehensive offerings in Enterprise Application Services, IT Infrastructure Managed Services, System
Integration, Office Automation Products and Services, Distribution and Support Services. The company operates in both the
Consumer and the Enterprise space – offering the latest mobility products and operating in verticals like BFSI, Telecom, and
Healthcarerespectively.
HCL Care, the support and service division of the company has one of the largest and most extensive service networks across
the country and provides end to end support services for various IT, Telecom and Consumer Electronics products.HCL
Infosystems has one of the largest distribution network of digital lifestyle global brands and an unparalleled robust service
network in the country including Tier 2 and 3 cities. Digilife Distribution and Marketing Services (DDMS), a 100% subsidiary of
HCL Infosystems focuses on multi brand distribution and offers value added distribution for its partners including strategic
consulting services, last mile connect and support in marketing and promotions. HCL Learning a division of the company
covers the entire spectrum of education and training requirements across schools, colleges, individuals and enterprises and
offers rich learning solutions across these segments. HCL Infosystems MEA (Middle East and Africa), a fully owned subsidiary
of HCL Infosystems is part of the emerging markets outreach of the company and focuses on expanding the business in the
Middle East and African geographies and provides comprehensive IT solutions to customers across verticals in the region. The
company also has robust operations in Singapore with its subsidiary HCL Insys Pte. Ltd. gaining traction in the region with its
EnterprisesolutionsincludingastrongofferinginInfrastructureManagedServices
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