Award winning bank powered by Siebel CRM and Oracle Digital Banking Platform

Allied Bank Limited (ABL) stands as a prominent financial institution in Pakistan, distinguished by its consistent recognition and commitment to innovation, customer-centric banking practices, and digital transformation initiatives. Beyond its status as one of the nation’s largest commercial banks, ABL distinguishes itself through its dedication to its workforce, employing over 12,500 permanent staff members and engaging 2,700 outsourced professionals to ensure operational excellence and promote financial inclusion throughout Pakistan.

Allied Bank have accumulated many accolades related to their CRM implementation, most recently Best Customer Relationship Management Platform 2025 by Pakistan Digital Awards. In previous years, they won the prestigious titles: "Pakistan's Best Digital Bank 2024” & “Best Domestic Islamic Bank” by Euromoney; “Best Customer Relationship Management (CRM) Technology 2024” by Pakistan Digital Awards; five prestigious awards at Finance Asia 2024 stage; “Global Diversity Equity & Inclusion Benchmarks (GDEIB) Best Practice Award” by HR Metrics; remained “Bank of the Year” in row for three years by Asia Pacific. All these are widely considered the gold standard in global banking awards, cementing ABL's position as a leading and highly respected institution within the Pakistani financial landscape.

Powered by Siebel CRM coupled with Temenos-24 and the Oracle Banking Digital Experience (OBDX), ABL delivers mission-critical banking operations across multiple channels, including Branch Banking, Mobile Banking (myABL Personal & myABL Business App), ATM Services, Call Center, POS (Point of Sale) Transactions and the pioneering myABL WhatsApp Banking solution. In addition to that ABL has a consolidated data lake utilizing the most advanced big data technologies, This seamless integration of technology enhances customer experiences, expands digital accessibility, and optimizes operational efficiency, reinforcing ABL's leadership in Pakistan's financial technology landscape.

Allied Bank Limited (ABL) focused on key business imperatives to enhance financial inclusion, digital transformation, cybersecurity, and operational resilience. ABL leveraged Oracle-powered solutions, including Siebel CRM, Oracle Banking Digital Experience Platform, Oracle HRMS and Oracle e-Business Suite to drive innovation and efficiency across all banking services.

Strengthening Digital Transformation & Customer Experience:

• Expansion of Digital Banking Services: Leveraging Oracle Banking Digital Platform, ABL enhanced its myABL Digital Banking (Personal & Business), providing seamless omnichannel banking experiences.
• Oracle Siebel CRM empowered ABL to provide personalized banking experiences, AI-driven insights, and enhanced customer lifecycle management.
• AI-Powered Customer Engagement: Using Oracle Siebel CRM, ABL introduced myABL WhatsApp Banking, integrating AI-powered customer support, automated queries, and personalized financial recommendations on which work is in progress.

At ABL, Oracle Siebel CRM is an on-premises solution being used to manage customer interactions, streamline sales, and improve service delivery. Core innovations include:

• Customer 720° View - This unified customer view is leveraged by front-end users, including Branch Banking staff, Corporate & SME Staff, Complaint Management, Marketing (digital & conventional), Product Development teams, Monitoring Teams and Call Center agents for retail and corporate customers. Users can access comprehensive customer profiles, transaction history, and service interactions, ensuring efficient query resolution, proactive service recommendations, customer persona, demographic & transactional meta tags and a more tailored banking experience covering the customer preferences and needs (based on customer personas and meta tags). Advanced machine learning algorithms have been employed by the bank on its customers’ data to craft the personalized engagement.
• Intuitive UX - Visual indicators provide a quick snapshot of key customer attributes, such as account status, banking preference, biometric verification, customer birthday, wedding anniversary, child’s birthday, and relationship tier. By eliminating the need for extensive navigation through multiple tabs, staff can instantly access critical customer information, enabling faster decision-making and personalized service.
• Complete Omni-channel - Across all channels, including leading, modern digital channels such as Whatsapp and Sprinklr (for social channels), we are able to serve and engage with both known and unknown customers.
• Reduced TCO - By having a single system for all banking operations, previously used silo applications are no longer required. No more swivel seat operation, call center agents copy/paste. Everything is more efficient helping to reduce cost and manual effort, improving productivity and data accuracy.
• AI Driven Insights - Leveraging AI-driven analytics and customer insights, ABL delivers personalized product recommendations aligned with each customer’s needs, transaction behavior, and eligibility under Next Best Offer section. ABL also actively monitor and engages customers who show signs of churn by analyzing transaction patterns, reduced engagement, and service usage decline.
• Service Automation - Siebel CRM plays a pivotal role in managing customer complaints, service requests, and inquiry resolution. It is seamlessly integrated with ABL’s core banking system (Temenos-24), Oracle Banking Digital Experience (OBDX), and the internal request management system (IRIS), ensuring real-time execution of service requests. By automating case routing and resolution tracking, this module enhances response times, reduces manual workload, and ensures a seamless service experience for customers.
• Sales Automation - Sales leads captured from multiple sources, including digital channels, branch banking, and relationship managers, integrated into Siebel CRM automates lead prioritization, assigns tasks to relevant teams, and provides real-time insights into lead status and conversion trends. This ensures efficient follow-ups and improved conversion rates. Sales Leads are also captured via Talking ATMs, other banking customers may use ABL ATMs (due to disability) at which point the ATM asks if the customer would like to consider banking options with ABL. Customers can elect to give their phone number which is then routed into Siebel CRM as a new Lead, and automatically assigned to the nearest branch.
• Marketing - Campaign Management within Siebel CRM empowers ABL to execute highly targeted marketing campaigns based on customer segmentation, transaction behavior, and engagement history. The system enables personalized outreach through multiple channels, including email, SMS, push notifications, and social media, ensuring maximum customer reach and impact. With automated workflows, campaign approvals, execution, and performance tracking, centralized within Siebel CRM. This allows marketing teams to analyze campaign effectiveness in real time, adjust strategies dynamically, and optimize engagement based on customer response rates.
• Analytics & Reporting - Intelligent use of Oracle Analytics Server (OAS) includes for example predicting churn, which is served up automatically for management. OAS BI Publisher is used for creating pixel perfect type reporting as per regulator and business team’s requirement.
• Master Data Management (MDM) - Siebel UCM is the Master Data Management solution which has been highly effective and is absolutely mission-critical to the banking operation. MDM is deployed at extreme scale, cleansing customer golden records across the data lake, with 25+ sources of system data and other breadcrumbs of data enrichment, that is then served into the Siebel CRM application to provide the best customer intelligence to our users. The MDM solution contains over 9.9 million customer records and an average 1 million batch transactions per day.

Overall, the digital transformation of Allied Bank has been very sucessful. One of the big benchmarks to measure impact of digitization is counter to digital transactions ratio. ABL achieved an 82% benchmark of transactions processed through digital channels and only 18% transactions processed through branch counters. They surpassed 2.1 million users on its myABL Digital Banking platform, which has processed transactions aggregating to 2.2 trillion rupees. The myABL mobile app has achieved an impressive rating of 4.6 on the Android Store and 4.5 on the Apple Store. Through ABL WhatsApp banking, they acquired 1.6 million users in just 3 years, improving customer experience.

Read more about Allied Bank's journey with Oracle Digital Banking platform and Siebel CRM.

• Allied Bank are a recognised Solution Innovator, not an Oracle Customer Reference.