Logo Logo
Next Page Previous Page
Download PDF Add to My Report
setting exemplary standards in ethics, transparency, integrity and honesty

customer engagement and responsible banking

customer relationship management

My Report

At the moment, there are no entries available for display

With the launch of alrajhi bank’s new ‘harmonize the group’ strategy at the onset of 2024, the Marketing and Customer Experience Group took on the responsibility of communicating the concept and positioning of the strategy to its customers during the year in review. The bank focused on a digitally-driven, synergistic marketing approach to communicate the message of ‘Group Harmony’ – the core essence of alrajhi bank’s new strategy. During the reporting period, the Marketing and Customer Experience Group successfully leveraged digital avenues, emerging technologies and data-powered insights to promote alrajhi bank and its subsidiaries as a growing ecosystem of financial services.

The bank recorded an impressive Net Promoter Score (NPS) for both conventional and digital banking for the reporting period. At the close of the year, alrajhi bank successfully reached a brand value of 13.959 Bn., to be named the Most Valuable Saudi Brand of 2024 according to the Kantar BrandZ ranking, reflecting the satisfaction and loyalty of the bank’s customers, the success of its marketing strategy, and its fortified brand salience in a rapidly evolving Saudi market.

A truly progressive brand

A dedicated ‘Synergy Taskforce’ was established to work closely and collaborate with the bank and its subsidiaries, to initiate group synergy and align the group marketing strategy with the bank’s overarching strategic goals and results. In order to highlight the concept of ‘Group Harmony’, the Marketing Team launched agile and effective marketing campaigns that swiftly captured individual achievements of each banking business, as well as the overall group performance collectively. The collaborative marketing efforts across the group led to resource optimisation among marketing teams in terms of internal as well as external resources, resulting in impactful and effective go-to-market activities that created greater value add.

As part of the new strategy adaptation, the Marketing Team launched the first group brand campaign introducing the bank, its brands, and its businesses as one, evolving ecosystem. This strategic approach resulted in higher share of voice and stronger positioning of individual brands through the already well-established alrajhi brand association.

One of the key objectives of alrajhi bank’s ‘harmonize the group’ strategy has been to identify and enter new customer segments, and the business success of this segmentation approach has been complemented by strategic, data-backed marketing initiatives. Several uniquely tailored customer propositions and campaigns were launched to overcome challenges in market penetration; the youth segment was captured by offering the Gamer proposition that was communicated through a campaign resulting in a significant increase in Gamers card issuance and spend. The Team also targeted the rapidly growing expat segment by introducing ‘alrajhi global’ – the expat financial hub – to fulfil the evolving needs of expats by providing exclusive benefits such as discounts on international transfers and competitive exchange rates.

The Marketing and Customer Experience Group has also created a dedicated function to oversee all group brands, ensuring synergy and brand coherence to further support the bank’s position in the market. This consistency has enabled the Team to launch multiple brand campaigns throughout the year in review, showcasing business, product and service excellence across various domains and subsidiaries of alrajhi bank.

Most valuable Saudi brand

2024 saw alrajhi bank secure the top position as the most valuable Saudi brand of 2024 according to the Kantar BrandZ ranking. This achievement marks an improvement from last year where the bank was ranked second, and reflects the continuous growth of the alrajhi brand value as it reached 13.959 Bn. This result reflects the bank’s ongoing efforts to foster innovation and strengthen alrajhi bank’s presence in the Saudi market by offering innovative services that meet the evolving and diverse needs of its customers. This achievement reinforces alrajhi bank’s position as an influential economic force in the Kingdom and serves as motivation for further growth and excellence in the years to come.

The bank continued to strengthen its public relations across conventional and digital/social media during the year in review for alrajhi bank and its subsidiaries, enhancing the role of the alrajhi ‘ecosystem’ to raise the level of awareness among customers of all financial services offered across the alrajhi group.

alrajhi bank launched several large-scale campaigns to strengthen its evolving brand identity, including the alrajhi group brand campaign during Ramadan, and the Corporate Banking Group excellence campaign. The bank encouraged the migration of its account holders to the digital app with the digital app excellence campaign, highlighting the efficiencies and benefits of the digital user journeys while educating potential users of the many different and unique features of the alrajhi digital banking app. Additionally, the bank participated in global observance days to reach relevant customer segments. In terms of new brand identities, tahweel alrajhi (remittance proposition for expats) was rebranded during the reporting period with a new logo change, while Tanfeeth was renamed ‘atmaal’ with a complete identity transformation and relaunch. Two new brands were also launched as part of the alrajhi group; neotek (open banking solutions provider), and qaema (accounting solution provided by neotek).

Overall, a total of 204 media activities were carried out for the bank and its subsidiaries, resulting in an 88.24% YoY increase in bank-related media publications, and an impressive 97.56% YoY increase in subsidiary-related media publications in 2024.

An enriched customer experience

The Marketing and Customer Experience Group conducts regular surveys across key customer contact points and main product offerings, to better understand customer needs and sentiment. Feedback is carefully reviewed, and actionable suggestions are implemented where possible, further strengthening alrajhi’s reputation as a customer-centric bank, while enhancing service quality.

In order to maximise the synergies fostered across the group to deliver a seamless customer experience, the bank better aligned operations, product development, and customer service, ensuring that every touchpoint is optimised to create a customer journey where their needs and expectations are met, and even exceeded. A dedicated Customer Experience Committee comprising the heads of all relevant departments meets regularly to ensure urgent customer needs are addressed and met efficiently and effectively.

During the year, several strategic initiatives were introduced to streamline processes, significantly enhancing the overall customer experience across all banking verticals. Notable developments include:

  • Corporate banking: The Corporate Banking Group recorded a 4-point jump in the NPS during the reporting period for Corporate Banking through multiple customer-focused improvements across all corporate segments; among the new developments was the streamlining and simplification of converting establishment accounts into corporate accounts. Corporate customers have also been given the option of digitally opening current accounts for multi-owners, and merchants are now able to receive and activate a new POS device within 15 minutes with automated terminals onboarding.
  • Credit Cards: Customers were offered a variety of new features to enrich their purchasing experiences, including the capability to modify credit card limit through digital channels, earn rewards from incentivised continuous spending through credit card streaks, raise claims for fraudulent transactions or refunds with the credit card claims feature on the alrajhi Mobile app, where consumers can also track credit card applications. Such customer-centric initiatives improved the credit card product NPS with a 7-point increase in 2024.
  • Digital banking: alrajhi’s Digital Banking NPS improved by 5 points during 2024. Some of the enhanced features include Swift Code accessibility from the alrajhi Mobile app, and the improvements made to the account liquidation journey, making it more informative and user-friendly.

The personal loan product, home loan product and auto lease product all recorded improved NPS scores for the year in review, with an average increase of 14 points.

The bank introduced innovative new services such as smart assistants, as well as support via social media, making customer interactions more engaging and effective. The bank also organised workshops and awareness campaigns to help customers use and better utilise the bank’s digital channels and digital service offerings.

Engaging with customers

A clear social media strategy was in place in 2024, focused on increasing visibility and presence across all available social media platforms. Data-driven tools were utilised to create more targeted and effective social media campaigns. By leveraging analytics platforms during the reporting period, the bank gained insights into customer preferences, engagement patterns, and trending topics, allowing the bank to optimise and customise relevant formats of content for each platform based on platform-specific user behaviours. This strategic focus led to an impressive 30+% increase in followers YoY, reflecting the bank’s success in expanding its reach and brand presence.

In 2024, all alrajhi social media channels played a key role in enhancing the customer journey and experience by providing valuable, segment-based content that resonates with its audiences. Through informative posts, financial tips, and interactive content, the bank continues to foster stronger connections with its customers and support them in ways that are purposeful and impactful. This customer-focused approach resulted in an increase of over 13% in average engagement rate across all social media channels, reflecting the effectiveness of the content in driving deeper interactions and stronger engagement with the bank’s audience.

Rewarding loyalty

The mokafaa loyalty program, serving more than 16 million members at the close of the reporting period, is the largest loyalty program in Saudi Arabia’s banking industry in terms of the total reward value provided to customers. During the year in review, the mokafaa loyalty program continued to evolve with a strong focus on enhancing Customer Value Propositions, expanding engagement by broadening the range of services within the bank’s partner network, and extending product offerings to valued members.

The digital experience was significantly upgraded during the reporting period with a wider selection of exclusive mokafaa offers from various ‘offer partners’ made available via the app. A new, streamlined points summary was introduced for easier tracking, complemented by improved navigation to enhance overall user experience. Additionally, promotional and partner banners were strategically placed to capture members’ attention, alongside a dedicated mokafaa notification tracker. The tracker provides detailed notifications to members of their mokafaa points transactions, keeping them up to date with targeted communications sent to them for offers and relevant program updates.

Notably, mokafaa’s external earning portfolio saw substantial growth, allowing members to accrue points through more than 25+ partners (and counting). Key partnerships were established to enhance the frequency and recency of member purchases, adding significant appeal to the program and boosting engagement levels. The year closed with 245 partners across Saudi Arabia, making mokafaa the most expansive loyalty portfolio in the financial services sector in the Kingdom. The partner network now covers over 20 diverse categories, including retail, dining, travel, luxury brands, pharmacies, delivery services, groceries, and furniture, among others. The program also expanded its reach to the POS merchant network, enabling Neoleap merchants to facilitate points redemptions through POS terminals.

Over 50 mokafaa campaigns were executed during the reporting period through various marketing channels, and a dedicated X (formerly Twitter) account was launched for mokafaa, rapidly amassing a following of 50,000+. These efforts collectively contributed to achieving mokafaa’s highest Net Promoter Score (NPS) and Customer Satisfaction Score (CSAT) to date.

mokafaa 2024 2023
Net Promoter Score (NPS) 78 68
Customer Satisfaction Score (CSAT) 4.62 4.43
Customer Effort Score (CES) 1.42 1.57

Having the most preferred loyalty program in the Kingdom further solidified the bank’s position within the competitive banking landscape, driving customer acquisition and fostering stronger partnerships through its growing brand loyalty.


mokafaa metrics 2024 Increase (%)
Total Members 16.85 million 51
Partner Network 252 Brand Partners 36

Awards and recognition

The customer-centric approach by alrajhi bank and its subsidiaries, and the overall commitment to improve its banking and group offering to further enrich the customer experience was lauded and recognised by the industry and its stakeholders during 2024. Key wins for customer experience and customer loyalty include:

  • Best Customer Experience in Financial Services Award – SCXA 2024 (Saudi Customer Experience Awards)
  • Excellence in Customer-Centric banking Award – Digibank Summit
  • Best Loyalty Program in the middle East& Africa – The Digital banker Magazine
  • Best Loyalty Program in banking sector KSA – Gazet International Magazine
  • Best Loyalty Program in banking industry in KSA – 5th Annual Future Banks Awards

Future outlook
Future outlook Icon

As the bank continues to implement the ‘harmonize the group’ strategy in 2025, the Marketing and Customer Experience Group is poised to drive transformative initiatives aligned with the bank’s vision of unifying customer experiences across the group’s diverse entities. The strategic focus will be on both short- and long-term initiatives to sustain competitive differentiation while adapting to evolving market dynamics.

In the near term, focus will remain on scaling digital transformation by offering more personalised digital customer journeys, and achieving hyper-personalisation by the Marketing Team’s data-driven smart marketing strategy. The bank will also continue to prioritise educational and experiential content. This will not only raise awareness around financial inclusion but also empower customers with knowledge of financial products and services, reaching untapped customer segments across the Kingdom.

Over the next few years, the bank plans to introduce loyalty programs driven by gamification and community engagement platforms, allowing customers to feel more personally connected and invested in their financial journey with alrajhi bank.
As the bank and its investors continue to place growing significance to Environmental, Social, and Governance (ESG) criteria, the bank will align marketing efforts to highlight sustainable banking practices, thereby building a socially responsible brand image.In the long-term, the bank’s marketing strategy will evolve to align with emerging industry trends and customer expectations, exploring opportunities to create highly customised, immersive experiences that allow customers to interact with financial products and services in innovative ways. In essence, alrajhi bank’s marketing strategy for 2025 and beyond will be driven by a commitment to innovation, personalisation, and a cohesive customer experience across the group. This aligns seamlessly with the bank’s broader mission of becoming a market leader in customer-centric financial solutions.

Your browser may not be fully supported by this website. Please consider using a more modern browser for better performance and security.

Close