Case Study 3 - Emirates NBD

MENAT's top bank reimagines
the customer-centric experience

with its digital bank, Liv.,
powered by Microsoft Azure
Leveraging the best of 21st century technology, Emirates NBD, one of the UAE’s largest
banking groups, works with Microsoft to deliver Liv., a mobile banking app that
engages and empowers millennials to take charge of their lives, money, and
investments—all in one place. And to cater to its higher-profile clients, the bank uses
a Microsoft Excel-based revenue management simulator. The simulator takes
advantage of machine learning to provide instant insights into customers' portfolios,
enabling them to make informed financial decisions that match their lifestyles and
needs.
Customer Customer profile Software and services

Emirates NBD Dubai-owned bank, Emirates • Azure
Website: NBD, is one of the largest
• Azure App Service
https://www.emiratesnbd.com/en/ banking groups in the Middle
Country: UAE East, offering tailored banking • Azure Monitor
Industry: Banking & capital services to more than 14 • Azure Content
markets million customers in 13 Delivery Network
Customer size: Large (1,000 - countries. • Azure DevOps
9,999 employees)
• Excel
• Visual Basic
MENAT's top bank reimagines the customer-centric experience with its digital bank, Liv., powered by Microsoft Azure
Emirates NBD has made it its mission to "make customers' lives simpler" by providing convenient access to relevant offers
and services based on timely insights. Headquartered in Dubai, the banking group conducts numerous initiatives geared
“The Microsoft cloud toward empowering customers to fulfill their financial aspirations. One of them is Liv., the region's first 100 percent digital
bank for millennials, delivered through a personalized lifestyle app.
platform helps us with all Banking on customer-centricity
integrations. They Liv. was launched as a digital-only entity, and it's the first and fastest-growing digital banking platform in the region. The
app provides a complete mobile banking experience embedded in customer hobbies and interests. “As customer
wouldn't be possible in a expectations constantly evolve, we need to respond and deliver the best customer experience at pace,” explains Sachin
Chandna, Head of Customer Intelligence & Engagement at Emirates NBD.
traditional app.” Fast, consistent delivery and solid DevOps practices are therefore a must. Using Microsoft Azure DevOps has been an
integral part of the platform’s agile and continuous delivery methodology, allowing it to deliver and run all campaigns on
the fly. The Blue-Green safe strategy deployment ensures zero downtime, and Content Delivery Network enables highly
secure and reliable delivery and acceleration of all the necessary app contents to end users, which enhances performance
and scale. "It takes 2 minutes to sign up for the app," notes Chandna.
Moreover, to offer unprecedented hyper-personalization, the one-stop app communicates with third-party services in real
time. Using Azure, any required integrations can be easily implemented. With a fully managed platform as a service (PaaS)
offering, Azure App Service and a smart caching technique boost Liv.’s speed and responsiveness, resulting in a seamless
Sachin Chandna,
user experience.
Head of Customer Intelligence &
Engagement, “The Microsoft cloud platform helps us with all integrations,” says Chandna. “They wouldn't be possible in a traditional
app.”
Emirates NBD
Having recently expanded its global regions, Azure now provides data residency to Liv. and all other projects and apps
running on Azure UAE regions, minimizing latency while bolstering security and compliance features and services. Azure
UAE regions also offer disaster recovery and business continuity benefits with two geographically paired datacenter regions.
With 10,000 new users each month, Azure provides the instant scalability to support growth and the company‘s never-
ending enhancements. "Thanks to Application Insights, everything is self-managed and tracked. The Live Metrics Stream
helps us catch problems and monitor deployment," Chandna continues. "With Azure, we can have our apps perform their
best even when demand changes, while ensuring efficient cost management by optimizing hardware expenses, which is
exactly what we were looking for when running campaigns through the app."
Familiar tools, new ways

Emirates NBD applies customer-centricity across all generations and financial divisions. "To allow our clients to optimally
create, invest, and maintain their wealth, we built a Retail Wealth Advisory Simulator,” says Chandna. The dynamic tool
combines Excel back-end and machine learning algorithms with an intuitive Visual Studio to deliver real-time updates to a
client’s investment portfolio. All calculation logics are integrated on the back end with security features that restrict data
access and platform changes. Also, the simulator doesn’t require a network or database connection, enabling it to run
seamlessly. With the availability of remote debugging, Visual Studio brings a cohesive and unified web-development
experience from beginning to end and ensures superior performance and always-on availability. “An advisor selects an
order to display the client's portfolio. With a click of a button, all order forms, factsheets, and feedback are generated and
sent to the customer by email,” Chandna says. "Before, pulling up customer info alone took 2 to 3 minutes. Now, you enter
the customer code, and all the wealth management data is available within seconds!"
Looking ahead, Emirates NBD plans to bring in more AI to keep improving the customer experience. “We’re excited about
all the ways smart technology can help us anticipate and cater to ever-changing customer behaviors,” says Chandna, For
Emirates NBD, this means always staying one step ahead of innovation.
To find more stories like Digital transformation to:

• Empower employees
this, visit the global • Engage customers
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This case study is for informational purposes only.

MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.
Document published April 2021

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MENAT's top bank reimagines

the customer-centric experience

Customer Customer profile Software and services

Familiar tools, new ways

To find more stories like Digital transformation to:

This case study is for informational purposes only.

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