BANQUE SAUDI FRANSI
“ BSF is known as the ‘ relationship bank ’ because we ’ re more inclusive : we ’ ve stopped thinking like a big bank and now everyone has a voice ”
MIKE CUNNINGHAM CHIEF STRATEGY & DIGITAL OFFICER , BANQUE SAUDI FRANSI
& Corporate Communications , Customer Experience , and Digital - Cunningham calls BSF ’ s employee value proposition “ captivating ” and a natural incubator of entrepreneurial vitality . An experienced leader in the EMEA banking sector as both an executive and mentor , he speaks with authority about the company ’ s superior cultural offering , “ In my 25-plus years of work , I ’ ve never been made to feel so welcomed , so appreciated , or so integral to an organisation ; it ' s like my home away from home .”
For BSF , success is dependent on establishing a clear vision and then assembling the right team to carry it out . Taking a ‘ servantleadership ’ role in managing its employees , which includes giving them the space to try out new ideas , the company has a “ no BS [ big shots ]” policy when it comes to teamwork : each member is critical to generating a positive outcome . According to Cunningham , the challenges of modern banking make this highly collaborative philosophy indispensable , “ Regulation , fragmented value chains and digital ; when you add these three together , you can not only see how the cost of compliance has hit banking ’ s cost base but also how our
entire business model is being commoditised .” Recognising the writing on the wall , BSF has subsequently begun moving with the changes , fast .
When it comes to digital transformation , however , Cunningham is quick to point out that this alone doesn ’ t give BSF an advantage , “ Having real differentiation in that regard is very difficult ; most banks just look at what competitors are doing and copy them .” However , BSF is determined to go one step beyond by actively listening to customers and implementing the changes that they actually need . BSF ’ s approach to developing products and services is much more akin to the agility seen in startups than legacy bank brands , yet this cultivated unconventionality is exactly why it prioritises the customer experience ( CX ) above all else . This is also where the bank ’ s storied reputation within its national community becomes invaluable , “ we ' re part of the fabric of the Kingdom ’ s society , which we ' ve achieved by staying close to our customers . BSF is known as the ‘ relationship bank ’ because we ’ re more inclusive : we ’ ve stopped thinking like a big bank and now everyone has a voice ,” he explains .
86 May 2021