ConsumerBanki

ng–Omni
channel
Del
i
ver
y
‫ﺩ‬
‫ﺍ‬‫ﺮ‬‫ﻓ‬
‫ﻟﻸ‬‫ﺔ‬
‫ﻴ‬‫ﻓ‬‫ﺮ‬
‫ﻤﺼ‬‫ﻟ‬
‫ﺍ‬‫ﺎﺕ‬
‫ﻣ‬‫ﺪ‬‫ﻟﺨ‬
‫ﺍ‬-
‫ﺍﺕ‬‫ﻮ‬
‫ﻨ‬‫ﻘ‬‫ﻟ‬
‫ﺍ‬‫ﺩ‬‫ﺪ‬
‫ﻌ‬‫ﺘ‬‫ﻴﻞﻣ‬
‫ﻮﺻ‬‫ﺗ‬
Topi
c1:
Del
i
ver
yChannel
s
‫ﻴﻞ‬‫ﻮﺻ‬‫ﺘ‬
‫ﻟ‬‫ﺍ‬
)‫ﻴﻢ‬‫ﻠ‬
‫ﺘﺴ‬‫ﻟ‬
‫ﺍ‬‫ﺍﺕ‬
‫ﻮ‬‫ﻨ‬‫ﻗ‬
)
Changesi
nDel
iver
yPrefer
ences
‫ﻴﻢ‬
‫ﻠ‬‫ﺘﺴ‬‫ﻟ‬
‫ﺍ‬‫ﻴﻼﺕ‬
‫ﻔﻀ‬‫ﺍﺕﻓﻲﺗ‬‫ﺮ‬‫ﻴ‬
‫ﻴ‬‫ﻐ‬‫ﺘ‬
‫ﻟ‬‫ﺍ‬

Digitalhasbecomet hedefaul
tmedi um forbankcust omers,speci
fical
l
y
throughamobi l
eappwhi chcancaterforthev astamountofbanki ng
transactions.Thecapabili
ti
esofthesedi gi
talchannelshaveincreased
i
nexor ablytothepointwher etheyarecapableofdeal ingwit
hsalesf ul
fi
lment
forev encompl exproductsandserv i
ces.Thatsaid,manycust omersst i
l
l
preferhav i
ngt heoptionofhumani nter
actionforhigh-val
ue,complex
product s.

‫ﺍﻝ‬
‫ﻮ‬‫ﻴﻖﺟ‬‫ﺒ‬‫ﺍﻣﻦﺧﻼﻝﺗﻄ‬ً
‫ﺪ‬‫ﻳ‬‫ﺪ‬‫ﺗﺤ‬
‫ﻭ‬،‫ﻮﻙ‬‫ﻨ‬‫ﺒ‬‫ﻟ‬
‫ﺍ‬‫ﺀ‬‫ﻤﻼ‬‫ﻌ‬‫ﻟ‬‫ﺔ‬‫ﻴ‬
‫ﺍﺿ‬‫ﺮ‬‫ﺘ‬‫ﻓ‬‫ﺍﻻ‬‫ﺔ‬‫ﻠ‬
‫ﻴ‬‫ﻮﺳ‬‫ﻟ‬‫ﺍ‬‫ﺔ‬‫ﻴ‬
‫ﻤ‬‫ﻗ‬‫ﺮ‬‫ﻟ‬
‫ﺍ‬‫ﺒﺤﺖ‬ ‫ﺃﺻ‬
‫ﺍﺕ‬‫ﻮ‬
‫ﻨ‬‫ﻘ‬‫ﻟ‬
‫ﺍ‬‫ﻩ‬‫ﺬ‬‫ﺎﺕﻫ‬‫ﻴ‬
‫ﻧ‬‫ﺎ‬
‫ﻜ‬‫ﻣ‬‫ﺩﺕﺇ‬‫ﺍ‬
‫ﺪﺯ‬‫ﻘ‬‫ﻟ‬.
‫ﺔ‬‫ﻴ‬‫ﻓ‬‫ﺮ‬
‫ﻤﺼ‬ ‫ﻟ‬‫ﺍ‬
‫ﻣﻼﺕ‬ ‫ﺎ‬‫ﻌ‬
‫ﻤ‬‫ﻟ‬‫ﺍ‬‫ﺋﻞﻣﻦ‬‫ﺎ‬‫ﻬ‬
‫ﻟ‬‫ﺍ‬‫ﻜﻢ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﻴ‬‫ﺒ‬
‫ﻠ‬‫ﻪﺗ‬‫ﻨ‬
‫ﻜ‬‫ﻤ‬‫ﻳ‬
‫ﺎﺕ‬‫ﻌ‬‫ﻴ‬
‫ﺒ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﻴﻖ‬
‫ﻘ‬‫ﻊﺗﺤ‬‫ﻣﻞﻣ‬‫ﺎ‬‫ﻌ‬
‫ﺘ‬‫ﻟ‬
‫ﺍ‬‫ﻠﻰ‬‫ﺓﻋ‬ ‫ﺭ‬
‫ﺩ‬‫ﺎ‬‫ﺒﺤﺖﻗ‬ ‫ﺃﺻ‬‫ﺎ‬‫ﻬ‬‫ﻧ‬
‫ﺃ‬‫ﺔ‬‫ﺭﺟ‬‫ﺪ‬‫ﻟ‬‫ﺓ‬‫ﺩ‬‫ﺍ‬
‫ﻮ‬‫ﺔﺑﻼﻫ‬ ‫ﻴ‬‫ﻤ‬
‫ﻗ‬‫ﺮ‬‫ﻟ‬
‫ﺍ‬
‫ﺩ‬‫ﻮ‬‫ﻮﻥﻭﺟ‬‫ﻠ‬‫ﻔﻀ‬‫ﺀﻳ‬
‫ﻤﻼ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﺪﻣﻦ‬‫ﻳ‬‫ﺪ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﺍﻝ‬‫ﻻﺰ‬
‫ﻳ‬، ‫ﻟﻚ‬‫ﻊﺫ‬‫ﻣ‬‫ﻭ‬.‫ﺓ‬‫ﺪ‬‫ﻘ‬‫ﻌ‬‫ﻤ‬
‫ﻟ‬‫ﺍ‬‫ﺎﺕ‬‫ﻣ‬‫ﺪ‬‫ﻟﺨ‬
‫ﺍ‬‫ﺎﺕﻭ‬ ‫ﺘﺠ‬‫ﻨ‬
‫ﻤ‬‫ﻠ‬
‫ﻟ‬
.
‫ﺔ‬‫ﻤ‬‫ﻴ‬‫ﻘ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﻴ‬‫ﻟ‬
‫ﺎ‬‫ﺓﻋ‬‫ﺪ‬‫ﻘ‬‫ﻌ‬
‫ﻤ‬‫ﻟ‬‫ﺍ‬‫ﺎﺕ‬‫ﺘﺠ‬‫ﻨ‬
‫ﻤ‬‫ﻠ‬‫ﻟ‬‫ﺮﻱ‬‫ﺒﺸ‬‫ﻟ‬
‫ﺍ‬‫ﺎﻋﻞ‬
‫ﻔ‬‫ﺘ‬‫ﻟ‬‫ﺍ‬‫ﺭ‬
‫ﺎ‬‫ﻴ‬‫ﺧ‬

Meanwhi l
e,bankbranchnetwor
kshavebeenthi
nnedout–resul
tingi
n
substant
ialcostsavi
ngs–andthebankbranchhasbeenredesi
gnedtofocus
onmor ecompl exproduct
s,f
aci
li
tat
edthr
oughtheemploy
mentofar angeof
digi
talt
ools.

‫ﺮﻓﻲ‬‫ﻴ‬
‫ﺒ‬‫ﺮﻛ‬
‫ﻴ‬‫ﻓ‬‫ﻮ‬‫ﻟﻰﺗ‬
‫ﺩﻯﺇ‬‫ﺃ‬‫ﺎ‬
‫ﻤ‬‫ﻣ‬-‫ﺔ‬‫ﻴ‬
‫ﻓ‬‫ﺮ‬‫ﻤﺼ‬‫ﻟ‬
‫ﺍ‬ ‫ﻭﻉ‬‫ﺮ‬‫ﻔ‬
‫ﻟ‬‫ﺍ‬‫ﺎﺕ‬‫ﻜ‬
‫ﺒ‬‫ﻴ ﺺﺷ‬‫ﻠ‬
‫ﻘ‬‫ﻢﺗ‬،
‫ﻪﺗ‬ ‫ﻔﺴ‬
‫ﻗﺖﻧ‬ ‫ﻮ‬
‫ﻟ‬‫ﺍ‬‫ﻓﻲ‬‫ﻭ‬
‫ﺘﻲﺗﻢ‬‫ﻟ‬
‫ﺍ‬
‫ﻭ‬، ‫ﺍ‬
ً
‫ﺪ‬‫ﻴ‬‫ﻘ‬
‫ﻌ‬‫ﺮﺗ‬
‫ﺜ‬‫ﻛ‬‫ﺍﻷ‬
‫ﺎﺕ‬‫ﺘﺠ‬‫ﻨ‬‫ﻤ‬
‫ﻟ‬‫ﺍ‬‫ﻠﻰ‬‫ﺰﻋ‬‫ﻴ‬‫ﻛ‬‫ﺮ‬
‫ﺘ‬‫ﻠ‬
‫ﻟ‬‫ﻨﻚ‬‫ﺒ‬
‫ﻟ‬‫ﺍ‬‫ﺮﻉ‬
‫ﻴﻢﻓ‬‫ﻤ‬‫ﺪﺗﺼ‬‫ﻴ‬‫ﺃﻋ‬
‫ﻭ‬-‫ﺔ‬‫ﻔ‬‫ﻠ‬
‫ﻜ‬‫ﺘ‬‫ﻟ‬
‫ﺍ‬
.‫ﺔ‬‫ﻴ‬
‫ﻤ‬‫ﻗ‬‫ﺮ‬
‫ﻟ‬‫ﺍ‬‫ﺍﺕ‬‫ﻭ‬‫ﺩ‬‫ﻣﺍﻷ‬
‫ﺔﻦ‬ ‫ﻮﻋ‬‫ﻤ‬
‫ﻴﻒﻣﺠ‬ ‫ﻮﻇ‬‫ﺎﻣﻦﺧﻼﻝﺗ‬‫ﻬ‬‫ﻠ‬‫ﻴ‬
‫ﻬ‬‫ﺗﺴ‬

Mul
ti
channelDel
i
very
‫ﺍﺕ‬
‫ﻮ‬‫ﻨ‬‫ﻘ‬
‫ﻟ‬‫ﺍ‬‫ﺩ‬
‫ﺪ‬‫ﻌ‬‫ﺘ‬
‫(ﻣ‬‫ﻴﻞ‬‫ﻮﺻ‬‫ﺘ‬
‫ﻟ‬‫ﺍ‬
)‫ﻴﻢ‬‫ﻠ‬
‫ﺘﺴ‬‫ﻟ‬
‫ﺍ‬
Hi
stor
ical
l
y ,
inconsumerbanki
ng,t
hebr
anchwassupr
emeast
hepr
efer
red–
andoft
ent hesol
e–deliver
ychannel
.

‫ﻴﻞ‬
‫ﻮﺻ‬‫ﺘ‬
‫ﻟ‬‫ﺍ‬‫ﺓ‬
‫ﺎ‬‫ﻨ‬
‫ﻩﻗ‬‫ﺭ‬
‫ﺎ‬‫ﺒ‬
‫ﺘ‬‫ﺎﻋ‬
‫ﻓﻀﻞﺑ‬
‫ﻫﺍﻷ‬
‫ﺮﻉ ﻮ‬
‫ﻔ‬‫ﻟ‬
‫ﺍ‬‫ﺎﻥ‬
‫ﻛ‬،‫ﺩ‬
‫ﺍ‬‫ﺮ‬‫ﻓ‬
‫ﻟﻸ‬‫ﺔ‬‫ﻴ‬‫ﻓ‬‫ﺮ‬
‫ﻤﺼ‬‫ﻟ‬‫ﺍ‬
‫ﺎﺕ‬ ‫ﻣ‬
‫ﺪ‬‫ﻟﺨ‬
‫ﺍ‬‫ﻓﻲ‬،ً
‫ﺎ‬
‫ﻴ‬‫ﻳﺨ‬
‫ﺭ‬‫ﺎ‬
‫ﺗ‬
.-‫ﺓ‬
‫ﺪ‬‫ﻴ‬‫ﻮﺣ‬‫ﻟ‬
‫ﺍ‬‫ﻮﻥ‬‫ﻜ‬‫ﺎﺗ‬
‫ﺎﻣ‬ً
‫ﺒ‬
‫ﻟ‬‫ﺎ‬
‫ﻭﻏ‬-‫ﺔ‬
‫ﻠ‬‫ﻔﻀ‬
‫ﻤ‬‫ﻟ‬‫ﺍ‬

Thebankbr anchwasvaluedasamajorsoci
alassetinthel
ocalcommuni t
y
becauseitprovi
dedeasyaccesst
obankingproductsandser
vices.Moreover
,
i
twaswher ecustomerscouldobt
ainper
sonaladvicefr
om quali
fi
edbranch
personnel
.

‫ﻠﻲﻷ‬
‫ﻤﺤ‬ ‫ﻟ‬
‫ﺍ‬‫ﻊ‬‫ﻤ‬‫ﺘ‬
‫ﻤﺠ‬‫ﻟ‬‫ﺍ‬‫ﺔﻓﻲ‬‫ﻴ‬‫ﻴﺴ‬
‫ﺋ‬‫ﺮ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﻴ‬
‫ﺎﻋ‬‫ﻤ‬
‫ﺘ‬‫ﺍﻻﺟ‬‫ﻮﻝ‬‫ﺍﻷﺻ‬ ‫ﺪ‬
‫ﺃﺣ‬‫ﻩ‬‫ﺭ‬‫ﺎ‬
‫ﺒ‬‫ﺘ‬‫ﺎﻋ‬
‫ﻨﻚﺑ‬‫ﺒ‬
‫ﻟ‬‫ﺍ‬‫ﺮﻉ‬‫ﻴﻢﻓ‬
‫ﻴ‬‫ﻘ‬‫ﺗﻢﺗ‬
‫ﺎﻥ‬
‫ﻛ‬، ‫ﻟﻚ‬‫ﻠﻰﺫ‬‫ﻼﺓﻋ‬
‫ﻋ ﻭ‬.‫ﺔ‬‫ﻴ‬
‫ﻓ‬‫ﺮ‬‫ﻤﺼ‬‫ﻟ‬
‫ﺍ‬‫ﺎﺕ‬‫ﻣ‬‫ﺪ‬
‫ﻟﺨ‬‫ﺍ‬‫ﺎﺕﻭ‬‫ﺘﺠ‬‫ﻨ‬
‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﻟﻰ‬‫ﻮﻝﺇ‬‫ﻮﺻ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬ ‫ﻟ‬
‫ﻮ‬‫ﻬ‬‫ﺮﺳ‬‫ﻓ‬‫ﻪﻭ‬‫ﻧ‬
‫ﺮﻉ‬‫ﻔ‬‫ﻟ‬
‫ﺍ‬‫ﻔﻲ‬‫ﻮﻇ‬‫ﺔﻣﻦﻣ‬ ‫ﻴ‬
‫ﻟﺸﺨﺼ‬‫ﺍ‬‫ﺓ‬‫ﺭ‬‫ﻮ‬
‫ﻤﺸ‬‫ﻟ‬‫ﺍ‬‫ﻠﻰ‬‫ﻮﻝﻋ‬‫ﻟﺤﺼ‬‫ﺍ‬
‫ﺀ‬‫ﻤﻼ‬ ‫ﻌ‬
‫ﻠ‬‫ﻟ‬‫ﻜﻦ‬
‫ﻤ‬‫ﻴﺚﻳ‬ ‫ﺎﻥﺣ‬‫ﻜ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬
 .
‫ﻴﻦ‬‫ﻠ‬
‫ﺆﻫ‬‫ﻤ‬
‫ﻟ‬‫ﺍ‬

Fr
om abankperspecti
ve,aut
omatedself
-ser
vicev i
atheATM wasacheaper
al
ter
nati
veand,f
orcustomers,i
toff
eredconvenienceforr
out
inetr
ansact
ions
i
nparti
cul
arcashwithdr
awals.

ً‫ﻳﻼ‬‫ﺪ‬‫ﻵﻲﺑ‬
‫ﺍﻟ‬‫ﺍﻑ‬
‫ﺮ‬‫ﻟﺼ‬‫ﺍ‬‫ﺓ‬
‫ﺰ‬‫ﻬ‬‫ﺃﺟ‬‫ﺮ‬
‫ﺒ‬‫ﻵﺔﻋ‬
‫ﻴ‬
‫ﺍﻟ‬ ‫ﺔ‬‫ﻴ‬
‫ﺗ‬‫ﺍ‬
‫ﺬ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﻣ‬‫ﺪ‬‫ﻟﺨ‬
‫ﺍ‬‫ﻧﺖ‬
‫ﺎ‬‫ﻛ‬،
‫ﻨﻚ‬‫ﺒ‬‫ﻟ‬
‫ﺍ‬‫ﺮ‬‫ﺔﻧﻈ‬‫ﻬ‬‫ﻣﻦﻭﺟ‬
‫ﺎﺕ‬
‫ﻴ‬‫ﻠ‬
‫ﻤ‬‫ﺎﻋ‬‫ﻤ‬
‫ﻴ‬‫ﻭﻻﺳ‬،‫ﺔ‬‫ﻴ‬
‫ﻨ‬‫ﻴ‬‫ﺗ‬
‫ﻭ‬‫ﺮ‬‫ﻟ‬
‫ﺍ‬‫ﻣﻼﺕ‬‫ﺎ‬
‫ﻌ‬‫ﻤ‬‫ﻠ‬
‫ﻟ‬‫ﺔ‬‫ﺍﺣ‬
‫ﺮ‬‫ﻟ‬‫ﺍ‬
‫ﺮ‬‫ﻓ‬‫ﻮ‬
‫ﻬﻲﺗ‬‫ﻓ‬،‫ﺀ‬
‫ﻤﻼ‬‫ﻌ‬‫ﻠ‬
‫ﻟ‬‫ﺔ‬‫ﺒ‬
‫ﻨﺴ‬‫ﻟ‬‫ﺎ‬
‫ﺑ‬،
‫ﺭﺧ ﺺ ﻭ‬
‫ﺃ‬
.
‫ﺪﻱ‬ ‫ﻘ‬
‫ﻨ‬‫ﻟ‬
‫ﺍ‬‫ﻟﺴﺤﺐ‬‫ﺍ‬

Sel
f-
serv
icewasprogressi
vel
ywidenedandenhancedt
hrought
headdi
ti
onof
morechannel
s,f
ir
stthroughcal
lorcont
actcent
ers.

‫ﺍﺕ‬
‫ﻮ‬‫ﻨ‬‫ﻘ‬
‫ﻟ‬‫ﺍ‬‫ﺪﻣﻦ‬
‫ﻳ‬‫ﺰ‬‫ﻤ‬
‫ﻟ‬‫ﺍ‬‫ﺔ‬
‫ﻓ‬‫ﺎ‬‫ﻳﺠﻲﻣﻦﺧﻼﻝﺇﺿ‬
‫ﺭ‬‫ﺪ‬‫ﻜﻞﺗ‬
‫ﺎﺑﺸ‬
‫ﺰﻫ‬‫ﻳ‬‫ﺰ‬‫ﻌ‬
‫ﺗ‬‫ﺔﻭ‬‫ﻴ‬‫ﺗ‬
‫ﺍ‬‫ﺬ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﻣ‬‫ﺪ‬
‫ﻟﺨ‬‫ﺍ‬
‫ﻊ‬‫ﻴ‬‫ﻮﺳ‬
‫ﺗﻢﺗ‬
.‫ﺎ‬
‫ﻻﺼﻝ‬‫ﺍﺗ‬‫ﺰ‬
‫ﻛ‬‫ﺍ‬‫ﺮ‬
‫ﻭﻣ‬ ‫ﺃ‬‫ﺎﻝ‬
‫ﻻﺼ‬‫ﺍﺗ‬‫ﺃﻻًﻣﻦﺧﻼﻝ‬‫ﻭ‬،

Thearri
valofdigit
ali
zati
oni
nthef
orm ofonl
inebanki
ngthroughdesktopand
mobileaccel
eratedat r
endawayf
rom t
hebranchasthepreferr
eddeli
very
channel
.

‫ﺘﺐﻭ‬
‫ﻜ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﻧﺖﻣﻦﺧﻼﻝﺳﻄﺢ‬‫ﺮ‬‫ﺘ‬
‫ﻧ‬‫ﺍﻹ‬‫ﺮ‬
‫ﺒ‬‫ﺔﻋ‬‫ﻴ‬‫ﻓ‬
‫ﺮ‬‫ﺎﺕﻣﺼ‬‫ﻣ‬‫ﺪ‬
‫ﻜﻞﺧ‬ ‫ﺔﻓﻲﺷ‬‫ﻨ‬
‫ﻤ‬‫ﻗ‬‫ﺮ‬‫ﻟ‬
‫ﺍ‬‫ﻮﻝ‬
‫ﺩﻯﻭﺻ‬‫ﺃ‬
.
‫ﺔ‬‫ﻠ‬
‫ﻔﻀ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﻴﻞ‬
‫ﻮﺻ‬‫ﺘ‬
‫ﻟ‬‫ﺍ‬‫ﺓ‬
‫ﺎ‬‫ﻨ‬‫ﻩﻗ‬
‫ﺭ‬‫ﺎ‬‫ﺒ‬
‫ﺘ‬‫ﺎﻋ‬
‫ﺮﻉﺑ‬
‫ﻔ‬‫ﻟ‬
‫ﺍ‬‫ﺍﻋﻦ‬ً
‫ﺪ‬‫ﻴ‬
‫ﻌ‬‫ﻩﺑ‬
‫ﺎ‬‫ﺗﺠ‬
‫ﺍﻻ‬‫ﻊ‬
‫ﻳ‬‫ﺮ‬‫ﻟﻰﺗﺴ‬
‫ﺍﻝﺇ‬
‫ﻮ‬‫ﻟﺠ‬
‫ﺍ‬

Thisso-
call
edmult
ichannelbanki
ngexper
iencewasdesi
gnedtoful
fi
l
customerdemandsforan"anyti
me,anywhere,
andonanydevi
ce"exper
ience.

‫ﺀ‬
‫ﻤﻼ‬‫ﻌ‬
‫ﻟ‬‫ﺍ‬‫ﺎﺕ‬
‫ﺒ‬‫ﻠ‬
‫ﺘﻄ‬‫ﺔﻣ‬‫ﻴ‬
‫ﺒ‬‫ﻠ‬‫ﺘ‬
‫ﻟ‬‫ﺔ‬‫ﻣ‬
‫ﻮ‬‫ﺰﻋ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺍﺕ‬‫ﻮ‬
‫ﻨ‬‫ﻘ‬‫ﻟ‬
‫ﺍ‬‫ﺓ‬‫ﺩ‬
‫ﺪ‬‫ﻌ‬‫ﺘ‬
‫ﺔﻣ‬ ‫ﻴ‬
‫ﻓ‬‫ﺮ‬‫ﻤﺼ‬
‫ﻟ‬‫ﺍ‬‫ﺔ‬
‫ﺑ‬‫ﺮ‬‫ﺘﺠ‬‫ﻟ‬
‫ﺍ‬‫ﻩ‬‫ﺬ‬‫ﻤﺖﻫ‬‫ﻤ‬
ُ
‫ﺻ‬
.
"‫ﺯ‬
‫ﺎ‬‫ﻬ‬‫ﺃﻱﺟ‬‫ﻠﻰ‬‫ﺎﻥﻭﻋ‬
‫ﻜ‬‫ﺃﻱﻣ‬‫ﻓﻲ‬‫ﻗﺖﻭ‬ ‫ﺃﻱﻭ‬‫ﻓﻲ‬
"‫ﺔ‬‫ﺑ‬‫ﺮ‬‫ﻠﻰﺗﺠ‬‫ﻮﻝﻋ‬‫ﻠﺤﺼ‬
‫ﻟ‬

Omni
channel
Del
i
ver
y
‫ﺍﺕ‬
‫ﻮ‬‫ﻨ‬‫ﻘ‬
‫ﻟ‬‫ﺍ‬‫ﺩ‬
‫ﺪ‬‫ﻌ‬‫ﺘ‬
‫ﻴﻞﻣ‬
‫ﻮﺻ‬‫ﺗ‬

Omnichannel
banki
ngi sthecreati
onofachannelmanagementsyst
em that
anal
yzescust
omerpr ef
erencesandbehavi
ors,t
hereby
 ensur
ingaseamless
cust
omerjourneyt
hroughallstagesoft
heproductpur
chasecycl
e,regar
dless
ofchannel
.

‫ﻴ‬
‫ﻔﻀ‬‫ﻠﻞﺗ‬
‫ﺍﺕﻳﺤ‬‫ﻮ‬
‫ﻨ‬‫ﻘ‬‫ﻟ‬
‫ﺍ‬‫ﺓ‬‫ﺭ‬
‫ﺍ‬‫ﺩ‬‫ﻡﻹ‬‫ﺎ‬
‫ﺀﻧﻈ‬‫ﺎ‬
‫ﻧﺸ‬‫ﺔﺇ‬
‫ﺑ‬‫ﺎ‬‫ﺜ‬
‫ﻤ‬‫ﺍﺕﺑ‬
‫ﻮ‬‫ﻨ‬‫ﻘ‬‫ﻟ‬
‫ﺍ‬‫ﺓ‬‫ﺩ‬‫ﺪ‬
‫ﻌ‬‫ﺘ‬‫ﺔﻣ‬‫ﻴ‬‫ﻓ‬
‫ﺮ‬‫ﻤﺼ‬‫ﻟ‬‫ﺍ‬
‫ﺎﺕ‬‫ﻣ‬‫ﺪ‬‫ﻟﺨ‬
‫ﺍ‬‫ﺪ‬‫ﻌ‬‫ﺗ‬
‫ﺓ‬‫ﺭ‬
‫ﻭ‬‫ﺍﺣﻞﺩ‬
‫ﺮ‬‫ﻊﻣ‬‫ﻴ‬
‫ﻤ‬‫ﺮﺟ‬‫ﺒ‬‫ﺔﻋ‬‫ﻠﺴ‬‫ﻴﻞﺳ‬‫ﻤ‬
‫ﺔﻋ‬‫ﻠ‬‫ﺎﻥﺭﺣ‬‫ﻤ‬
‫ﻟﻲ ﺿ‬‫ﺎ‬
‫ﺘ‬‫ﻟ‬‫ﺎ‬
‫ﺑ‬،
‫ﻬﻢ ﻭ‬
‫ﺗ‬‫ﺎ‬
‫ﻴ‬‫ﻛ‬‫ﻮ‬
‫ﻠ‬‫ﺀﻭﺳ‬‫ﻤﻼ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﻼﺕ‬
.‫ﺓ‬
‫ﺎ‬‫ﻨ‬
‫ﻘ‬‫ﻟ‬‫ﺍ‬
‫ﺮﻋﻦ‬ ‫ﻨﻈ‬
‫ﻟ‬‫ﺍ‬‫ﻐﺾ‬‫ﺑ‬،‫ﺘﺞ‬‫ﻨ‬
‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺀ‬‫ﺍ‬‫ﺮ‬
‫ﺷ‬

Ther
efor
e, i
tisnotdefi
nedbytheexpansi
onoftherangeofbanki ngchannel
s.
Theomnichannel appr
oachtodel
iv
erypri
ori
ti
zesthequali
tyofthecustomer
i
nter
acti
onov ertheconveni
encepr
omisedbymultichannel
-del
i
v ered
tr
ansact
ions.
 ‫ﻬﺞ‬
‫ﻌﻄﻲﻧ‬‫ﻳ‬.‫ﺔ‬
‫ﻴ‬‫ﻓ‬‫ﺮ‬
‫ﻤﺼ‬ ‫ﻟ‬
‫ﺍ‬‫ﺍﺕ‬‫ﻮ‬‫ﻨ‬‫ﻘ‬
‫ﻟ‬‫ﺍ‬‫ﺎﻕ‬
‫ﻊﻧﻄ‬‫ﻴ‬‫ﻮﺳ‬‫ﻪﻣﻦﺧﻼﻝﺗ‬ ‫ﻔ‬
‫ﻳ‬‫ﺮ‬‫ﻌ‬
‫ﺘﻢﺗ‬‫ﻻﻳ‬، ‫ﻟﻚ‬
‫ﺬ‬‫ﻟ‬
‫ﻣ‬
‫ﺎ‬‫ﻌ‬‫ﻤ‬
‫ﻟ‬‫ﺍ‬‫ﺎ‬
‫ﻬ‬‫ﺪﺑ‬
‫ﻌ‬‫ﺘﻲﺗ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﺍﺣ‬
‫ﺮ‬‫ﻟ‬
‫ﺍ‬‫ﻠﻰ‬‫ﻴﻞﻋ‬‫ﻤ‬‫ﻌ‬
‫ﻟ‬‫ﺍ‬‫ﺎﻋﻞ‬‫ﻔ‬
‫ﺓﺗ‬‫ﺩ‬‫ﻮ‬
‫ﻟﺠ‬ ‫ﺔ‬
‫ﻳ‬‫ﻮ‬‫ﻟ‬
‫ﻭ‬‫ﺍﻷ‬‫ﻴﻢ‬
‫ﻠ‬‫ﺘﺴ‬‫ﻠ‬
‫ﻟ‬omnichannel
.‫ﺍﺕ‬
‫ﻮ‬‫ﻨ‬‫ﻘ‬
‫ﻟ‬‫ﺍ‬‫ﺓ‬
‫ﺩ‬‫ﺪ‬‫ﻌ‬‫ﺘ‬‫ﻼﺕﻣ‬

Anomni
channel
capabi
l
ityi
sanopt
imi
zedbusi
nesspr
ocesst
hat
:

:
‫ﺎ‬
‫ﻬ‬‫ﻧ‬‫ﺄ‬
‫ﺔﻣﻦﺷ‬
‫ﻨ‬ّ‫ﺎﻝﻣﺤ‬
‫ﺴ‬ ‫ﻤ‬‫ﺃﻋ‬
‫ﺔ‬‫ﻴ‬‫ﻠ‬
‫ﻤ‬‫ﺓﻋﻦﻋ‬
‫ﺭ‬‫ﺎ‬‫ﺒ‬
‫ﻋ‬omni
channel
‫ﺓ‬‫ﺭ‬‫ﺪ‬
‫ﻗ‬

 Captur
esthecustomer
 Provi
desapersonali
zedcust
omerexper
ience
 Goesfurt
herthanful
fi
ll
ingi
mmediat
ecustomerneedsbyant
ici
pat
ing
fut
ureneeds
‫ﻴﻞ‬
‫ﻤ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﻘﻂ‬‫ﺘ‬‫ﻠ‬
‫ﻳ‬
‫ﺀ‬‫ﻤﻼ‬
‫ﻌ‬‫ﻠ‬‫ﻟ‬
‫ﺔ‬ ‫ﻴ‬
‫ﺔﺷﺨﺼ‬ ‫ﺑ‬
‫ﺮ‬‫ﺮﺗﺠ‬‫ﻓ‬‫ﻮ‬
‫ﻳ‬
‫ﺎﺕ‬
‫ﺎﺟ‬‫ﻴ‬
‫ﺘ‬‫ﺍﻻﺣ‬
‫ﻊ‬‫ﻗ‬‫ﻮ‬
‫ﺔﻣﻦﺧﻼﻝﺗ‬
‫ﻳ‬‫ﺭ‬‫ﻮ‬
‫ﻔ‬‫ﻟ‬‫ﺍ‬
‫ﺀ‬‫ﻤﻼ‬
‫ﻌ‬‫ﻟ‬‫ﺍ‬
‫ﺎﺕ‬‫ﺎﺟ‬
‫ﻴ‬‫ﺘ‬
‫ﺍﺣ‬‫ﺔ‬‫ﻴ‬‫ﺒ‬
‫ﻠ‬‫ﺪﻣﻦﺗ‬
‫ﻌ‬‫ﺑ‬‫ﺃ‬
‫ﻟﻰ‬‫ﺬﻫﺐﺇ‬‫ﻳ‬
‫ﺔ‬‫ﻴ‬‫ﻠ‬
‫ﺒ‬‫ﻘ‬‫ﺘ‬
‫ﻤﺴ‬‫ﻟ‬‫ﺍ‬

Att
hehear
toft
hispr
ocessi
stheadopt
ionofacust
omer
-cent
ri
cappr
oach.

.
‫ﺀ‬‫ﻤﻼ‬
‫ﻌ‬‫ﻟ‬‫ﺍ‬
‫ﻠﻰ‬‫ﺰﻋ‬
‫ﻛ‬‫ﺮ‬‫ﻬﺞﻳ‬
‫ﺩﻧ‬‫ﺎ‬
‫ﻤ‬‫ﺘ‬‫ﺍﻋ‬
‫ﻮ‬‫ﺔﻫ‬
‫ﻴ‬‫ﻠ‬‫ﻤ‬
‫ﻌ‬‫ﻟ‬‫ﺍ‬
‫ﻩ‬‫ﺬ‬‫ﻠﺐﻫ‬
‫ﻓﻲﻗ‬

Topi
c2:
Omni
channel
sPr
inci
ples
‫ﺓ‬
‫ﺩ‬‫ﺪ‬‫ﻌ‬
‫ﺘ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺍﺕ‬
‫ﻮ‬‫ﻨ‬‫ﻘ‬
‫ﻟ‬‫ﺍ‬‫ﺩﺉ‬
‫ﺎ‬‫ﺒ‬
‫ﻣ‬

Fol
l
owi
ngTheCust
omer

‫ﻴﻞ‬
‫ﻤ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﻌ‬
‫ﺑ‬‫ﺎ‬
‫ﺘ‬‫ﻣ‬

Astherangeofchannelstobankcustomer
sincreased,r
athert
hanoptingfor
aspecif
icchannel
,customersi
nsteadopt
edforamul ti
channelbanki
ng
rel
ati
onshi
pwher etheycoul
dchooseindi
vi
dualchannelsdependingonthe
cir
cumstances.

‫ﺀﺪ‬
‫ﻤﻼﺑ‬‫ﻌ‬
‫ﻟ‬‫ﺍ‬‫ﺭ‬‫ﺎ‬
‫ﺘ‬‫ﺍﺧ‬
،‫ﺔ‬‫ﻨ‬‫ﻴ‬
‫ﻌ‬‫ﺓﻣ‬‫ﺎ‬
‫ﻨ‬‫ﺭﻗ‬
‫ﺎ‬‫ﻴ‬
‫ﺘ‬‫ﺍﺧ‬‫ﺑﻻًﻣﻦ‬
‫ﺪ‬، ‫ﻮﻙ‬‫ﻨ‬
‫ﺒ‬‫ﻟ‬
‫ﺍ‬‫ﺀ‬‫ﻤﻼ‬‫ﻌ‬
‫ﻟ‬‫ﺍﺕ‬‫ﻮ‬
‫ﻨ‬‫ﻘ‬‫ﻟ‬
‫ﺍ‬‫ﺎﻕ‬
‫ﺓﻧﻄ‬‫ﺩ‬
‫ﺎ‬‫ﻳ‬‫ﻊﺯ‬
‫ﻣ‬
‫ﺔ‬‫ﻳ‬
‫ﺩ‬‫ﺮ‬‫ﺍﺕﻓ‬‫ﻮ‬‫ﻨ‬
‫ﺭﻗ‬‫ﺎ‬
‫ﻴ‬‫ﺘ‬‫ﺍﺧ‬
‫ﻬﻢ‬‫ﻨ‬
‫ﻜ‬‫ﻤ‬‫ﻴﺚﻳ‬‫ﺍﺕﺣ‬
‫ﻮ‬‫ﻨ‬‫ﻘ‬
‫ﻟ‬‫ﺍ‬‫ﺓ‬‫ﺩ‬
‫ﺪ‬‫ﻌ‬‫ﺘ‬
‫ﺔﻣ‬ ‫ﻴ‬
‫ﻓ‬‫ﺮ‬‫ﻼﺔﻣﺼ‬
‫ﻟﻚﻋ ﻗ‬
‫ﻻًﻣﻦﺫ‬
.‫ﻭﻑ‬‫ﺮ‬
‫ﻟﻈ‬‫ﺍ‬
‫ﺣﺴﺐ‬

Forconsumerbanks,thismeans“fol
l
owingthecust
omer”andof fer
ing
productsandserv
icesonaconstantbasisacr
ossal
lchannelsinaconsist
ent
andseaml essmanner.Thi
sappli
esnotjusti
nter
msofbr andidenti
tybutal
so
withregar
dt ot
hesalesful
fi
ll
mentprocess.
 ‫ﺎﺕ‬
‫ﻣ‬‫ﺪ‬‫ﻟﺨ‬
‫ﺍ‬‫ﺎﺕﻭ‬‫ﺘﺠ‬‫ﻨ‬
‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﻳﻢ‬‫ﺪ‬
‫ﻘ‬‫ﺗ‬‫"ﻭ‬‫ﻴﻞ‬‫ﻤ‬
‫ﻌ‬‫ﻟ‬‫ﺍ‬
‫ﺔ‬ ‫ﻌ‬
‫ﺑ‬‫ﺎ‬
‫ﺘ‬‫ﻣ‬"‫ﺍ‬‫ﺬ‬
‫ﻨﻲﻫ‬ ‫ﻌ‬‫ﻳ‬،‫ﺔ‬
‫ﻴ‬‫ﻛ‬‫ﻬﻼ‬
‫ﺘ‬‫ﺍﻻﺳ‬
‫ﻮﻙ‬‫ﻨ‬‫ﺒ‬
‫ﻠ‬‫ﻟ‬
‫ﺔ‬‫ﺒ‬‫ﻨﺴ‬
‫ﻟ‬‫ﺎ‬
‫ﺑ‬
‫ﻘﻂﻣﻦ‬‫ﺒﻖﻓ‬‫ﻨﻄ‬
‫ﺍﻻﻳ‬‫ﺬ‬‫ﻫ‬.‫ﺔ‬‫ﻠﺴ‬
‫ﺔﻭﺳ‬ ‫ﻘ‬‫ﺘﺴ‬‫ﺔﻣ‬‫ﻘ‬‫ﻳ‬‫ﺮ‬
‫ﺍﺕﺑﻄ‬ ‫ﻮ‬
‫ﻨ‬‫ﻘ‬‫ﻟ‬
‫ﺍ‬‫ﻊ‬‫ﻴ‬‫ﻤ‬
‫ﺮﺟ‬‫ﺒ‬‫ﺑﺖﻋ‬‫ﺎ‬
‫ﺎﺱﺛ‬‫ﺃﺳ‬‫ﻠﻰ‬‫ﻋ‬
.
‫ﺎﺕ‬‫ﻌ‬‫ﻴ‬‫ﺒ‬
‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﻴﻖ‬‫ﻘ‬
‫ﺔﺗﺤ‬ ‫ﻴ‬
‫ﻠ‬‫ﻤ‬‫ﻌ‬
‫ﻠﻖﺑ‬‫ﻌ‬‫ﺘ‬
‫ﺎﻳ‬‫ﻤ‬‫ﻴ‬‫ﺎﻓ‬
ً‫ﻳ‬
‫ﻀ‬ ‫ﺃ‬‫ﻜﻦ‬‫ﻟ‬
‫ﺔﻭ‬‫ﻳ‬‫ﺭ‬‫ﺎ‬
‫ﺘﺠ‬‫ﻟ‬
‫ﺍ‬‫ﻼﺔ‬
‫ﻌﻣ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﻳ‬
‫ﻮ‬‫ﻴﺚﻫ‬‫ﺣ‬

Anomni channelapproachshoul dallowacust omert omov ebet ween

channelsatdif
ferentstagesoft heresearchandpur chasi
ngpr ocesswi th
eachchannelsuppor t
ingt henextast hecustomercompl etesthej our
ney.For
example,acustomermi ghtstar
tapr oductapplicat
ionprocessonamobi l
e
device,
temporari
lyabandont hepr ocess,takeitupagainont hedeskt op,
accessliv
eonlinehelpt hr
oughachat bot
,andt henfini
shthepr ocessinthe
branch.

‫ﺔ‬
‫ﻔ‬‫ﻠ‬‫ﺘ‬‫ﺍﺣﻞﻣﺨ‬‫ﺮ‬
‫ﺍﺕﻓﻲﻣ‬ ‫ﻮ‬‫ﻨ‬
‫ﻘ‬‫ﻟ‬
‫ﺍ‬‫ﻴﻦ‬‫ﻘﻞﺑ‬‫ﻨ‬
‫ﺘ‬‫ﻟ‬
‫ﺎ‬‫ﻴﻞﺑ‬‫ﻤ‬‫ﻌ‬‫ﻠ‬
‫ﻟ‬omni channel‫ﻬﺞ‬‫ﻤﺢﻧ‬‫ﺃﻥﻳﺴ‬‫ﻳﺠﺐ‬
‫ﻠﻰ‬
‫ﻋ‬.‫ﺔ‬ ‫ﻠ‬
‫ﺮﺣ‬‫ﻟ‬
‫ﺍ‬‫ﻴﻞ‬
‫ﻤ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﻤﻞ‬‫ﻜ‬‫ﺎﻳ‬
‫ﻤ‬‫ﻨ‬‫ﻴ‬
‫ﺔﺑ‬‫ﻴ‬‫ﻟ‬
‫ﺎ‬‫ﺘ‬
‫ﻟ‬‫ﺍ‬‫ﺓ‬
‫ﺎ‬‫ﻨ‬‫ﻘ‬
‫ﻠ‬‫ﻟ‬‫ﺓ‬‫ﺎ‬
‫ﻨ‬‫ﻊﺩﻋﻢﻛﻞﻗ‬ ‫ﺀﻣ‬‫ﺍ‬‫ﺮ‬‫ﻟﺸ‬
‫ﺍ‬‫ﺒﺤﺚﻭ‬‫ﻟ‬‫ﺍ‬
‫ﺔ‬‫ﻴ‬‫ﻠ‬
‫ﻤ‬‫ﻣﻦﻋ‬
‫ﻠﻰﻋﻦ‬‫ﺘﺨ‬‫ﻳ‬
‫ﻭ‬،‫ﻮﻝ‬‫ﻤ‬‫ﺯﻣﺤ‬‫ﺎ‬‫ﻬ‬‫ﻠﻰﺟ‬‫ﺘﺞﻋ‬‫ﻨ‬‫ﻴﻖﻣ‬ ‫ﺒ‬
‫ﺔﺗﻄ‬ ‫ﻴ‬
‫ﻠ‬‫ﻤ‬‫ﻴﻞﻋ‬‫ﻤ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﺃ‬‫ﺪ‬
‫ﺒ‬‫ﺪﻳ‬‫ﻗ‬،‫ﺎ‬
‫ﺜﻝ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﻴﻞ‬‫ﺒ‬
‫ﺳ‬
‫ﺓ‬‫ﺪ‬‫ﺎﻋ‬
‫ﻤﺴ‬ ‫ﻟ‬
‫ﺍ‬‫ﻟﻰ‬
‫ﻮﻝﺇ‬‫ﻮﺻ‬‫ﻟ‬
‫ﺍ‬‫ﻭ‬،‫ﺘﺐ‬‫ﻜ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﻠﻰﺳﻄﺢ‬ ‫ﺮﻯﻋ‬ ‫ﺃﺧ‬ ‫ﺓ‬
‫ﺮ‬‫ﺎﻣ‬‫ﻬ‬‫ﻠ‬
‫ﻴ‬‫ﻐ‬‫ﺪﺗﺸ‬‫ﻴ‬‫ﻌ‬‫ﻳ‬
‫ﻭ‬،‫ﺎ‬
ً
‫ﺘ‬‫ﻗ‬‫ﺆ‬‫ﺔﻣ‬‫ﻴ‬‫ﻠ‬
‫ﻤ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬
.‫ﺮﻉ‬
‫ﻔ‬‫ﻟ‬‫ﺍ‬
‫ﺔﻓﻲ‬ ‫ﻴ‬‫ﻠ‬
‫ﻤ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﺀ‬‫ﺎ‬
‫ﻬ‬‫ﻧ‬
‫ﺛﻢﺇ‬، chatbot‫ﻧﺖﻣﻦﺧﻼﻝ‬ ‫ﺮ‬‫ﺘ‬
‫ﻧ‬‫ﺍﻹ‬
‫ﺮ‬‫ﺒ‬‫ﺓﻋ‬‫ﺮ‬‫ﺎﺷ‬
‫ﺒ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬

Becauseanomni channelstr
ategyallowsthecustomertoint
eractwi
ththei
r
bankwhat everwayt heychoose,iti
si nher
entl
ycomplextoimplement
,
part
icular
lyasitconfli
ctswit
ht hehistori
calpr
oduct
-cent
ri
candchannel-
cent
r i
capproacht akenbyconsumerbanks.

‫ﺄﻱ‬
‫ﻪﺑ‬‫ﺎ ﺹﺑ‬
‫ﻟﺨ‬‫ﺍ‬
‫ﻨﻚ‬‫ﺒ‬‫ﻟ‬
‫ﺍ‬‫ﻊ‬‫ﺎﻋﻞﻣ‬‫ﻔ‬‫ﺘ‬
‫ﻟ‬‫ﺎ‬
‫ﻴﻞﺑ‬‫ﻤ‬
‫ﻌ‬‫ﻠ‬‫ﻟ‬‫ﻤﺢ‬‫ﺔﺗﺴ‬‫ﻠ‬
‫ﻣ‬‫ﺎ‬‫ﻟﺸ‬
‫ﺍ‬‫ﺓ‬‫ﺎ‬
‫ﻨ‬‫ﻘ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﻴ‬‫ﻴﺠ‬‫ﺗ‬
‫ﺍ‬‫ﺮ‬
‫ﺘ‬‫ﺍﻷﻥﺇﺳ‬
ً
‫ﺮ‬‫ﻧﻈ‬
‫ﻬﺞ‬
‫ﻨ‬‫ﻟ‬
‫ﺍ‬‫ﻊ‬‫ﺭ ﺽﻣ‬‫ﺎ‬
‫ﻌ‬‫ﺘ‬‫ﻪﻳ‬‫ﻧ‬
‫ﺃ‬‫ﺎ‬‫ﻤ‬‫ﻴ‬
‫ﻻﺳ‬، ‫ﻪ‬‫ﺘ‬
‫ﻌ‬ ‫ﻴ‬
‫ﺒ‬‫ﺪﺑﻄ‬‫ﻘ‬‫ﻌ‬
‫ﺎﻣ‬‫ﺬﻫ‬‫ﻴ‬
‫ﻔ‬‫ﻨ‬‫ﺈﻥﺗ‬‫ﻓ‬،‫ﺎ‬
‫ﻬ‬‫ﻧ‬
‫ﻭ‬‫ﺭ‬‫ﺎ‬
‫ﺘ‬‫ﺔﻳﺨ‬‫ﻘ‬
‫ﻳ‬‫ﺮ‬‫ﻃ‬
.‫ﻛ‬
‫ﺔ‬‫ﻬﻼﻴ‬‫ﺘ‬‫ﺍﻻﺳ‬‫ﻮﻙ‬‫ﻨ‬
‫ﺒ‬‫ﻟ‬
‫ﺍ‬‫ﻪ‬‫ﻌ‬
‫ﺒ‬‫ﺘ‬‫ﺬﻱﺗ‬‫ﻟ‬‫ﺍ‬
‫ﺓ‬‫ﺎ‬‫ﻨ‬
‫ﻘ‬‫ﻟ‬
‫ﺍ‬‫ﺘﺞﻭ‬‫ﻨ‬
‫ﻤ‬‫ﻟ‬‫ﺍ‬‫ﻠﻰ‬‫ﺰﻋ‬‫ﻜ‬
‫ﺗ‬‫ﺮ‬‫ﻤ‬
‫ﻟ‬‫ﺍ‬‫ﻳﺨﻲ‬
‫ﺭ‬‫ﺎ‬
‫ﺘ‬‫ﻟ‬
‫ﺍ‬

Br
anch-
Cent
erCi
ty

‫ﺔ‬
‫ﻨ‬‫ﻳ‬‫ﺪ‬
‫ﻤ‬‫ﻟ‬‫ﺍ‬
‫ﺮﻉﻭﺳﻂ‬
‫ﻓ‬

Thehi storicaldomi nanceoft hebr anchissucht hatmanybanksf i

ndi t
diffi
culttodev elopadel iverystrategythatisnotbeholdent ot hi
slegacy.For
i
ncumbentr etail banks,practi
cal considerat
ionsmeantt hatt hemul t
ichannel
processi nv olvedt headdi t
ionofnewchannel st
oanol dar chitect
ure–
typicall
ythecor ebanki ngsy stem –r atherthanbuil
dingadi gi t
alstr
ucture
from thegr oundupandsuppor ti
ngcust omerpr ef
erencesf rom thatdigi
tal
cor e(anadv antaget hatnewent rantchall
engerbanksenj oy ).I
naddi t
ionto
this,corebanki ngsy stemsandt heirinbui
ltaccounti
ngmet hodologieswere
histori
callydesi gnedt or ecognizet hepreeminenceoft hebr anch.

‫ﺮ‬‫ﻳ‬‫ﻮ‬‫ﺔﻓﻲﺗﻄ‬ ‫ﺑ‬
‫ﻮ‬‫ﻌ‬‫ﻮﻙ ﺻ‬‫ﻨ‬‫ﺒ‬
‫ﻟ‬‫ﺍ‬
‫ﺪﻣﻦ‬ ‫ﻳ‬
‫ﺪ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﺪ‬‫ﺘﻲﺗﺠ‬ ‫ﻟ‬
‫ﺍ‬‫ﺮﻉﻫﻲ‬ ‫ﻔ‬
‫ﻠ‬‫ﻟ‬‫ﺔ‬
‫ﻴ‬‫ﻳﺨ‬ ‫ﺭ‬‫ﺎ‬
‫ﺘ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﻨ‬‫ﻤ‬‫ﻴ‬
‫ﻬ‬‫ﻟ‬
‫ﺍ‬‫ﺇﻥ‬
‫ﺍﻻ‬‫ﻧﺖ‬ ‫ﺎ‬
‫ﻛ‬،‫ﺔ‬‫ﻴ‬‫ﻟ‬
‫ﺎ‬‫ﻟﺤ‬‫ﺍ‬‫ﺔ‬
‫ﺋ‬‫ﺰ‬‫ﺘﺠ‬‫ﻟ‬
‫ﺍ‬‫ﻮﻙ‬‫ﻨ‬‫ﺒ‬
‫ﻟ‬‫ﺔ‬‫ﺒ‬
‫ﻨﺴ‬‫ﻟ‬‫ﺎ‬
‫ﺑ‬.‫ﺭ‬
‫ﺍﻹ ﺙ‬‫ﺍ‬
‫ﺬ‬‫ﻬ‬‫ﻟ‬‫ﻊ‬‫ﻴﻢﻻﺗﺨﻀ‬ ‫ﻠ‬‫ﺔﺗﺴ‬‫ﻴ‬‫ﻴﺠ‬‫ﺗ‬
‫ﺍ‬‫ﺮ‬‫ﺘ‬
‫ﺍﺳ‬
‫ﻟﻰ‬
‫ﺓﺇ‬‫ﺪ‬‫ﻳ‬‫ﺪ‬‫ﺍﺕﺟ‬ ‫ﻮ‬‫ﻨ‬
‫ﺔﻗ‬‫ﻓ‬‫ﺎ‬‫ﻤﻦﺇﺿ‬‫ﺘﻀ‬‫ﺍﺕﺗ‬‫ﻮ‬‫ﻨ‬‫ﻘ‬
‫ﻟ‬‫ﺍ‬‫ﺓ‬
‫ﺩ‬‫ﺪ‬‫ﻌ‬‫ﺘ‬‫ﺔﻣ‬‫ﻴ‬‫ﻠ‬
‫ﻤ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﺃﻥ‬‫ﻨﻲ‬‫ﻌ‬‫ﺔﺗ‬‫ﻴ‬‫ﻠ‬‫ﻤ‬
‫ﻌ‬‫ﻟ‬‫ﺍ‬‫ﺍﺕ‬‫ﺭ‬
‫ﺎ‬‫ﺒ‬
‫ﺘ‬‫ﻋ‬
‫ﻷﻒ‬
‫ﻣﺍﻟ‬‫ﻤﻲ ﻦ‬ ‫ﻗ‬
‫ﻜﻞﺭ‬ ‫ﻴ‬
‫ﺀﻫ‬ ‫ﺎ‬
‫ﻨ‬‫ﺑﻻًﻣﻦﺑ‬‫ﺪ‬-‫ﺎﺳﻲ‬ ‫ﺍﻷﺳ‬ ‫ﻓﻲ‬‫ﺮ‬
‫ﻤﺼ‬‫ﻟ‬‫ﺍ‬‫ﻡ‬‫ﺎ‬
‫ﻨﻈ‬‫ﻟ‬
‫ﺍ‬ً
‫ﺓ‬‫ﺩ‬ ‫ﺎ‬
‫ﻋ‬-‫ﺔ‬ ‫ﻤ‬
‫ﻳ‬‫ﺪ‬‫ﺔﻗ‬‫ﻴ‬‫ﻨ‬
‫ﺑ‬
‫ﻮﻙ‬‫ﻨ‬‫ﺒ‬
‫ﻟ‬‫ﺍ‬
‫ﺎ‬‫ﻬ‬‫ﻊﺑ‬‫ﺘ‬‫ﻤ‬‫ﺘ‬
‫ﺘﻲﺗ‬‫ﻟ‬‫ﺍ‬‫ﺓ‬
‫ﺰ‬‫ﻴ‬‫ﻣ‬)‫ﻤﻲ‬‫ﻗ‬‫ﺮ‬‫ﻟ‬
‫ﺍ‬‫ﺰ‬‫ﻛ‬
‫ﺮ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﻟﻚ‬‫ﺀﻣﻦﺫ‬ ‫ﻤﻼ‬‫ﻌ‬
‫ﻟ‬‫ﺍ‬‫ﻴﻼﺕ‬‫ﻔﻀ‬ ‫ﺩﻋﻢﺗ‬‫ﺀﻭ‬‫ﺎ‬‫ﻴ‬
‫ﻟ‬‫ﺍ‬‫ﻟﻰ‬
‫ﺇ‬
‫ﺔ‬‫ﻴ‬
‫ﺎﺳ‬‫ﺍﻷﺳ‬ ‫ﺔ‬‫ﻴ‬
‫ﻓ‬‫ﺮ‬‫ﻤﺼ‬‫ﻟ‬‫ﺍ‬
‫ﺔ‬‫ﻤ‬‫ﻧﻈ‬‫ﺍﻷ‬‫ﻴﻢ‬‫ﻤ‬
‫ﻢﺗﺼ‬،‫ﻟﻚﺗ‬‫ﻟﻰﺫ‬‫ﺔﺇ‬ ‫ﻓ‬
‫ﺎ‬‫ﺎﻹﺿ‬‫ﺑ‬.
(‫ﺪ‬‫ﻳ‬
‫ﺪ‬‫ﻟﺠ‬‫ﺍ‬ ‫ﺪ‬‫ﻓ‬
‫ﺍ‬‫ﻮ‬‫ﻟ‬
‫ﺍ‬‫ﺪﻱ‬‫ﺘﺤ‬‫ﻤ‬‫ﻟ‬‫ﺍ‬
 .
‫ﺮﻉ‬‫ﻔ‬
‫ﻟ‬‫ﺍ‬‫ﻮﻕ‬
‫ﻔ‬‫ﻠﻰﺗ‬
‫ﺮﻑﻋ‬
‫ﻌ‬‫ﺘ‬‫ﻠ‬
‫ﻟ‬‫ﺎ‬
ً
‫ﻴ‬‫ﻳﺨ‬
‫ﺭ‬‫ﺎ‬
‫ﺔﺗ‬‫ﻣﺠ‬
‫ﺪ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﻴ‬
‫ﺒ‬‫ﺎﺳ‬
‫ﻤﺤ‬‫ﻟ‬
‫ﺍ‬‫ﺎ‬
‫ﻬ‬‫ﺗ‬
‫ﺎ‬‫ﻴ‬
‫ﻬﺠ‬‫ﻨ‬
‫ﻣ‬‫ﻭ‬

Crit
icsoftheomni channel appr
oachar guet hatthelayeri
ngofaddi t
ional
channelstolegacysy stemsf ai
l
st orecognizet hereal
ityofincreasingdigi
tal
preeminence.Theaddi tionofchannelsoftenhast heobject
iveofi ncreasi
ng
thedigi
taldi
mensionori mprovingtheuserexper i
encearoundacer tain
product.However,itisimplementedonast andal onebasisratherthanaspar t
ofacent r
ali
zedcoor dinatedstr
ategywher ei ndiv
idualchannelsareal i
gnedto
thecustomerexper ience.

‫ﻔﺸﻞ‬‫ﺔﻳ‬‫ﻤ‬‫ﻳ‬
‫ﺪ‬‫ﻘ‬‫ﻟ‬
‫ﺍ‬ ‫ﺔ‬‫ﻤ‬
‫ﻧﻈ‬‫ﻟﻸ‬‫ﺔ‬‫ﻴ‬‫ﻓ‬‫ﺎ‬
‫ﺍﺕﺇﺿ‬‫ﻮ‬‫ﻨ‬‫ﻊﻗ‬‫ﺄﻥﻭﺿ‬‫ﺑ‬omnichannel‫ﻬﺞ‬‫ﻭﻧ‬ ‫ﺪ‬
‫ﻘ‬‫ﺘ‬‫ﻨ‬
‫ﺩﻝﻣ‬‫ﺎ‬‫ﻳﺠ‬
‫ﺓ‬
‫ﺩ‬‫ﺎ‬‫ﻳ‬
‫ﻟﻰﺯ‬‫ﺍﺕﺇ‬‫ﻮ‬‫ﻨ‬‫ﻘ‬
‫ﻟ‬‫ﺍ‬‫ﺔ‬‫ﻓ‬
‫ﺎ‬‫ﺪﻑﺇﺿ‬ ‫ﻬ‬‫ﺎﺗ‬
‫ﻏﺎﻣ‬
ً
‫ﺒ‬
‫ﻟ‬‫ﺎ‬.‫ﻤﻲ‬‫ﻗ‬‫ﺮ‬‫ﻟ‬
‫ﺍ‬‫ﻮﻕ‬‫ﻔ‬
‫ﺘ‬‫ﻟ‬
‫ﺍ‬‫ﺓ‬‫ﺩ‬‫ﺎ‬
‫ﻳ‬‫ﺔﺯ‬‫ﻘ‬‫ﻴ‬‫ﻘ‬
‫ﻠﻰﺣ‬ ‫ﺮﻑﻋ‬ ‫ﻌ‬‫ﺘ‬
‫ﻟ‬‫ﺍ‬‫ﻓﻲ‬
‫ﻩ‬
‫ﺬ‬‫ﻴ‬‫ﻔ‬‫ﻨ‬
‫ﺘﻢﺗ‬‫ﻳ‬،‫ﻟﻚ‬‫ﻊﺫ‬‫ﻣ‬‫ﻭ‬.‫ﻴﻦ‬‫ﻌ‬‫ﺘﺞﻣ‬‫ﻨ‬
‫ﻮﻝﻣ‬ ‫ﻡﺣ‬‫ﺪ‬‫ﺘﺨ‬‫ﻤﺴ‬
‫ﻟ‬‫ﺍ‬‫ﺔ‬‫ﺑ‬
‫ﺮ‬‫ﻴﻦﺗﺠ‬‫ﻭﺗﺤﺴ‬ ‫ﺃ‬‫ﻤﻲ‬‫ﻗ‬‫ﺮ‬
‫ﻟ‬‫ﺍ‬‫ﺪ‬‫ﻌ‬‫ﺒ‬
‫ﻟ‬‫ﺍ‬
‫ﺍﺕ‬‫ﻮ‬
‫ﻨ‬‫ﻘ‬‫ﻟ‬
‫ﺍ‬‫ﺎﺷﻰ‬‫ﻤ‬‫ﺘ‬‫ﻴﺚﺗ‬‫ﺔﺣ‬ ‫ﻳ‬
‫ﺰ‬‫ﻛ‬‫ﺮ‬‫ﺔﻣ‬‫ﻘ‬‫ﻨﺴ‬
‫ﺔﻣ‬ ‫ﻴ‬
‫ﻴﺠ‬‫ﺗ‬‫ﺍ‬
‫ﺮ‬‫ﺘ‬
‫ﺍﺳ‬‫ﺀﻣﻦ‬‫ﺰ‬‫ﻴﺲﻛﺠ‬ ‫ﻟ‬‫ﻘﻞﻭ‬‫ﺘ‬‫ﺎﺱﻣﺴ‬ ‫ﺃﺳ‬‫ﻠﻰ‬‫ﻋ‬
.
‫ﻴﻞ‬‫ﻤ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﺑ‬
‫ﺮ‬ ‫ﻊﺗﺠ‬‫ﺔﻣ‬‫ﻳ‬‫ﺩ‬
‫ﺮ‬‫ﻔ‬‫ﻟ‬‫ﺍ‬

Owner
shi
pofTheSal
e

‫ﻊ‬
‫ﻴ‬‫ﺒ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﻴ‬
‫ﻜ‬‫ﻠ‬‫ﻣ‬
Studiesshowthatlev
elsofproductsalesbychannelareconsist
entl
yat
vari
ancewi t
hcustomers’
 pref
erred 
channel
s.Notabl
y,pref
erencefor
digi
tal/
onli
neisconsi
stentl
yhigherthansal
esbookedt othosechannel
s.

‫ﻊ‬
‫ﺭﻣ‬‫ﺍ‬‫ﺮ‬‫ﻤ‬
‫ﺘ‬‫ﺎﺳ‬‫ﻳﻦﺑ‬
‫ﺎ‬‫ﺒ‬
‫ﺘ‬‫ﺓﺗ‬‫ﺎ‬
‫ﻨ‬‫ﻘ‬
‫ﻟ‬‫ﺍ‬‫ﺘﺞﺣﺴﺐ‬ ‫ﻨ‬
‫ﻤ‬‫ﻟ‬‫ﺍ‬
‫ﺎﺕ‬‫ﻌ‬‫ﻴ‬‫ﺒ‬
‫ﺎﺕﻣ‬‫ﻳ‬‫ﻮ‬‫ﺘ‬‫ﺃﻥﻣﺴ‬‫ﻟﻰ‬‫ﺎﺕﺇ‬
‫ﺍﺳ‬‫ﺭ‬‫ﺪ‬‫ﻟ‬
‫ﺍ‬‫ﺮ‬‫ﻴ‬
‫ﺗﺸ‬
‫ﻧﺖ‬
‫ﺮ‬‫ﺘ‬‫ﻧ‬
‫ﺍﻹ‬‫ﺮ‬‫ﺒ‬
‫ﻋ‬/‫ﺔ‬ ‫ﻴ‬
‫ﻤ‬‫ﻗ‬‫ﺮ‬‫ﻟ‬
‫ﺍ‬‫ﺍﺕ‬‫ﻮ‬‫ﻨ‬
‫ﻘ‬‫ﻟ‬
‫ﺍ‬‫ﻴﻞ‬
‫ﻔﻀ‬ ‫ﺃﻥﺗ‬‫ﺮ‬‫ﻛ‬
‫ﺬ‬‫ﻟ‬‫ﺎ‬
‫ﺮﺑ‬‫ﻳ‬
‫ﺪ‬‫ﻟﺠ‬‫ﺍ‬
‫ﻭ‬.‫ﺀ‬‫ﻤﻼ‬‫ﻌ‬‫ﻠ‬
‫ﻟ‬‫ﺔ‬‫ﻠ‬
‫ﻔﻀ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺍﺕ‬‫ﻮ‬‫ﻨ‬
‫ﻘ‬ ‫ﻟ‬
‫ﺍ‬
.‫ﺍﺕ‬
‫ﻮ‬‫ﻨ‬‫ﻘ‬
‫ﻟ‬‫ﺍ‬‫ﻠﻚ‬‫ﺘ‬
‫ﻟ‬‫ﺓ‬‫ﺯ‬‫ﻮ‬
‫ﻤﺤﺠ‬ ‫ﻟ‬
‫ﺍ‬‫ﺎﺕ‬‫ﻌ‬‫ﻴ‬
‫ﺒ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺭﻣﻦ‬‫ﺍ‬
‫ﺮ‬‫ﻤ‬‫ﺘ‬
‫ﺎﺳ‬‫ﻠﻰﺑ‬‫ﺃﻋ‬

Numer ouscompl iancer equi

rement sandknowy ourcustomer(KYC)
regul
ationshavehi stori
call
yplacedapr emium onphysicalcust
omer
i
dentif
icati
onatt hepr oductsalesstage–hencet hestrongshowingofthe
branchinrespectofpr oductsal es,
parti
cul
arl
yincasesofpr oductcomplexi
ty
wheretheav ai
labili
tyofadv i
cepr ovi
desaddit
ionalcust
omercomf or
t.

‫ﻠﻰ‬
‫ﻼﺓﻋ‬
‫ﺎﻋ ﻭ‬ً
‫ﻴ‬
‫ﻳﺨ‬‫ﺭ‬
‫ﺎ‬‫(ﺗ‬
KYC)‫ﻠﻚ‬ ‫ﻴ‬
‫ﻤ‬‫ﺮﻑﻋ‬‫ﺍﻋ‬‫ﺋﺢ‬
‫ﺍ‬‫ﻮ‬‫ﻟ‬
‫ﺓﻭ‬‫ﺪ‬‫ﻳ‬‫ﺪ‬
‫ﻌ‬‫ﻟ‬‫ﺍ‬
‫ﺎﻝ‬‫ﺜ‬‫ﺘ‬‫ﻣ‬
‫ﺍﻻ‬‫ﺎﺕ‬ ‫ﺒ‬
‫ﻠ‬‫ﺘﻄ‬‫ﺩﺕﻣ‬‫ﺪ‬‫ﺪﺣ‬ ‫ﻘ‬
‫ﻟ‬
‫ﻮﻱ‬‫ﻘ‬
‫ﻟ‬‫ﺍ‬‫ﺮﺽ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﺀ‬‫ﺎ‬
‫ﺎﺟ‬‫ﻨ‬‫ﻣﻦﻫ‬‫ﻭ‬-‫ﺘﺞ‬‫ﻨ‬
‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺎﺕ‬‫ﻌ‬
‫ﻴ‬‫ﺒ‬‫ﺔﻣ‬‫ﻠ‬
‫ﺮﺣ‬‫ﻠﻲﻓﻲﻣ‬ ‫ﻌ‬‫ﻔ‬
‫ﻟ‬‫ﺍ‬‫ﻴﻞ‬‫ﻤ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﻳ‬
‫ﻮ‬‫ﺪﻫ‬‫ﻳ‬‫ﺪ‬‫ﺗﺤ‬
‫ﺮ‬‫ﻓ‬
‫ﻮ‬‫ﺘ‬‫ﻴﺚﺗ‬‫ﺘﺞﺣ‬‫ﻨ‬
‫ﻤ‬‫ﻟ‬‫ﺍ‬
‫ﺪ‬‫ﻴ‬‫ﻘ‬‫ﻌ‬
‫ﺎﻻﺕﺗ‬‫ﺎﻓﻲﺣ‬‫ﻤ‬‫ﻴ‬
‫ﻻﺳ‬، ‫ﺎﺕ‬‫ﺘﺠ‬‫ﻨ‬
‫ﻤ‬‫ﻟ‬‫ﺍ‬‫ﺎﺕ‬‫ﻌ‬
‫ﻴ‬‫ﺒ‬‫ﻤ‬‫ﻠﻖﺑ‬‫ﻌ‬
‫ﺘ‬‫ﺎﻳ‬‫ﻤ‬
‫ﻴ‬‫ﺮﻉﻓ‬‫ﻔ‬‫ﻠ‬
‫ﻟ‬
.‫ﺀ‬
‫ﻤﻼ‬‫ﻌ‬‫ﻠ‬‫ﻟ‬
‫ﺔ‬‫ﻴ‬‫ﻓ‬‫ﺎ‬
‫ﺔﺇﺿ‬ ‫ﺍﺣ‬‫ﺮﺭ‬‫ﻓ‬‫ﻮ‬
‫ﺓﻳ‬‫ﺭ‬‫ﻮ‬‫ﻤﺸ‬‫ﻟ‬
‫ﺍ‬

Theref
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i
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abil
i
tytocompletethatpurchaseont hatchannel.Syst
emsandper formance
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 ‫ﺔ‬‫ﻳ‬
‫ﺭ‬‫ﺍ‬
‫ﺩ‬‫ﺍﻹ‬‫ﺎﺕ‬
‫ﻣ‬‫ﻮ‬‫ﻠ‬‫ﻌ‬
‫ﻤ‬‫ﻟ‬‫ﺍ‬
‫ﺔ‬‫ﻤ‬‫ﻧﻈ‬
‫ﺃ‬‫ﺬ‬ ‫ﺄﺧ‬‫ﺃﻥﺗ‬‫‪،‬ﻳﺠﺐ‬‫ﺓ‬‫ﺎ‬
‫ﻨ‬‫ﻜﻞﻗ‬‫ﻟ‬
‫ﺍﺕ‬‫ﺩ‬‫ﺍ‬‫ﺮ‬‫ﻳ‬
‫ﺍﻹ‬‫ﺔ‬‫ﻤ‬‫ﺎﻫ‬
‫ﻴﻢﻣﺴ‬ ‫ﻴ‬
‫ﻘ‬‫ﺘ‬‫ﻟ‬
‫‪،‬‬‫ﻟﻚ‬‫ﺬ‬‫ﻟ‬
‫ﻠﻰ‬
‫ﻪﻋ‬‫ﺗ‬‫ﺭ‬‫ﺪ‬
‫ﺑﻞﻗ‬‫ﺎ‬
‫ﻘ‬‫‪،‬ﻣ‬‫ﺔ‬‫ﻨ‬‫ﻴ‬
‫ﻌ‬‫ﺓﻣ‬‫ﺎ‬
‫ﻨ‬‫ﺮﻗ‬ ‫ﺒ‬
‫ﺀﻋ‬ ‫ﺍ‬
‫ﺮ‬‫ﻠﺸ‬
‫ﻟ‬‫ﻴﻞ‬
‫ﻤ‬‫ﻌ‬‫ﻟ‬‫ﺍ‬
‫ﻴﻞ‬‫ﻔﻀ‬‫ﻴﻦﺗ‬‫ﺮﻕﺑ‬‫ﻔ‬‫ﻟ‬
‫ﺍ‬‫ﺭ‬‫ﺎ‬
‫ﺒ‬‫ﺘ‬
‫ﺍﻻﻋ‬‫ﻓﻲ‬‫(‬‫‪MI‬‬‫)‪S‬‬
‫ﻡ‬‫ﺪ‬
‫ﺎﻋ‬‫ﻳً‬
‫ﻀ‬ ‫ﺃ‬‫ﻷﺀ‬
‫ﺍ‬
‫ﺍﺩ‬ ‫ﻴﺲ‬‫ﻳ‬‫ﺎ‬
‫ﻘ‬‫ﻣ‬‫ﺔﻭ‬
‫ﻤ‬ ‫ﻧﻈ‬‫ﺍﻷ‬‫ﻤﻦ‬‫ﺃﻥﺗﻀ‬‫‪.‬ﻳﺠﺐ‬‫ﺓ‬‫ﺎ‬
‫ﻨ‬‫ﻘ‬
‫ﻟ‬‫ﺍ‬‫ﻠﻚ‬‫ﻠﻰﺗ‬‫ﺀﻋ‬‫ﺍ‬
‫ﺮ‬‫ﻟﺸ‬‫ﺍ‬
‫ﺔ‬‫ﻴ‬‫ﻠ‬‫ﻤ‬
‫ﺎﻝﻋ‬‫ﻤ‬‫ﻛ‬‫ﺇ‬
‫‪.‬‬
‫ﺔ‬‫ﻣ‬‫ﺀ‬‫ﺮﻣﻼ‬‫ﺜ‬
‫ﻛ‬‫ﺃ‬‫ﺍﺕ‬‫ﻮ‬‫ﻨ‬
‫ﻟﻰﻗ‬
‫ﺔﺇ‬ ‫ﻠ‬‫ﻤ‬‫ﺘ‬‫ﻤﺤ‬
‫ﻟ‬‫ﺍ‬‫ﺎﺕ‬
‫ﻌ‬‫ﻴ‬‫ﺒ‬
‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺕﻭ‬
‫ﻣﻼ ﺃ‬‫ﺎ‬‫ﻌ‬
‫ﻤ‬‫ﻟ‬‫ﺍ‬‫ﺔ‬‫ﻟ‬
‫ﺎ‬
‫ﺓﻣﻦﺇﺣ‬ ‫ﺎ‬
‫ﻨ‬‫ﺰﻛﻞﻗ‬‫ﻴ‬‫ﻔ‬
‫ﺗﺤ‬

‫‪Cust‬‬
‫‪omer‬‬
‫‪-‬‬‫‪Cent‬‬
‫‪r‬‬‫‪i‬‬
‫‪cAppr‬‬
‫‪oach‬‬

‫ﺀ‬
‫ﻤﻼ‬‫ﻌ‬
‫ﻟ‬‫ﺍ‬‫ﻠﻰ‬
‫ﺰﻋ‬‫ﻛ‬
‫ﺮ‬‫ﻬﺞﻳ‬
‫ﻧ‬

‫‪I‬‬‫‪namul‬‬ ‫‪t‬‬
‫‪i‬‬‫‪channel‬‬‫‪wor‬‬‫‪l‬‬
‫‪d,‬‬‫‪wher‬‬‫‪et‬‬‫‪hecust‬‬‫‪omerexpect‬‬‫‪suni‬‬
‫‪v‬‬‫‪er‬‬‫‪sal‬‬‫‪ser‬‬
‫‪v‬‬‫‪i‬‬‫‪ce‬‬
‫‪excel‬‬
‫‪l‬‬‫‪encer‬‬‫‪egar‬‬‫‪dl‬‬
‫‪essofdel‬‬‫‪i‬‬
‫‪v‬‬‫‪er‬‬‫‪ychannel‬‬
‫‪,‬‬‫‪t‬‬‫‪hechal‬‬
‫‪l‬‬‫‪engef‬‬‫‪ort‬‬‫‪heconsumer‬‬
‫‪banki‬‬‫‪st‬‬‫‪oswi‬‬ ‫‪t‬‬
‫‪chf‬‬‫‪r‬‬‫‪om achannel‬‬‫‪-orpr‬‬
‫‪oduct‬‬‫‪-‬‬
‫‪cent‬‬‫‪r‬‬
‫‪i‬‬‫‪cof‬‬‫‪f‬‬
‫‪er‬‬‫‪i‬‬‫‪ngt‬‬‫‪oacust‬‬‫‪omer‬‬
‫‪-‬‬
‫‪cent‬‬‫‪r‬‬
‫‪i‬‬‫‪cof‬‬‫‪f‬‬‫‪er‬‬
‫‪i‬‬‫‪ng.‬‬

‫ﺮ‬
‫ﻨﻈ‬‫ﻟ‬
‫ﺍ‬‫ﻐﺾ‬‫ﺔﺑ‬
‫ﻠ‬‫ﻣ‬‫ﺎ‬
‫ﻟﺸ‬‫ﺍ‬‫ﺔ‬
‫ﻣ‬‫ﺪ‬‫ﻟﺨ‬
‫ﺍ‬‫ﺰﻓﻲ‬‫ﻴ‬‫ﻤ‬
‫ﺘ‬‫ﻟ‬‫ﺍ‬
‫ﻴﻞ‬ ‫ﻤ‬
‫ﻌ‬‫ﻟ‬‫ﺍ‬‫ﻊ‬
‫ﻗ‬‫ﻮ‬‫ﺘ‬‫ﻴﺚﻳ‬‫‪،‬ﺣ‬‫ﺍﺕ‬‫ﻮ‬‫ﻨ‬‫ﻘ‬
‫ﻟ‬‫ﺍ‬‫ﺩ‬
‫ﺪ‬‫ﻌ‬‫ﺘ‬‫ﻋﻢﻣ‬
‫ﻟ‬‫ﻓﻲﺎ‬
‫ﺮﺽ‬‫ﻮﻝﻣﻦﻋ‬‫ﺘﺤ‬
‫ﻟ‬‫ﺍ‬‫ﻠﻚﻓﻲ‬‫ﻬ‬
‫ﺘ‬‫ﻤﺴ‬‫ﻟ‬
‫ﺍ‬‫ﻨﻚ‬‫ﺒ‬
‫ﻟ‬‫ﺍ‬‫ﻪ‬‫ﺍﺟ‬
‫ﻮ‬‫ﺬﻱﻳ‬ ‫ﻟ‬
‫ﺍ‬‫ﺪﻱ‬‫ﺘﺤ‬‫ﻟ‬
‫ﺍ‬‫ﺜﻞ‬‫ﻤ‬
‫ﺘ‬‫‪،‬ﻳ‬‫ﻴﻢ‬‫ﻠ‬
‫ﺘﺴ‬‫ﻟ‬‫ﺍ‬
‫ﺓ‬‫ﺎ‬‫ﻨ‬
‫ﻋﻦﻗ‬
‫‪.‬‬‫ﻴﻞ‬
‫ﻤ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﻠﻰ‬‫ﺰﻋ‬‫ﻛ‬‫ﺮ‬‫ﺮ ﺽﻳ‬‫ﻟﻰﻋ‬‫ﺘﺞﺇ‬
‫ﻨ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﻭ‬‫ﺃ‬‫ﺓ‬‫ﺎ‬
‫ﻨ‬‫ﻘ‬
‫ﻟ‬‫ﺍ‬‫ﻠﻰ‬
‫ﺰﻋ‬ ‫ﻜ‬
‫ﺗ‬‫ﺮ‬‫ﻣ‬

‫‪Thi‬‬
‫‪sr‬‬‫‪equi‬‬
‫‪r‬‬‫‪est‬‬‫‪heconsol‬‬
‫‪i‬‬
‫‪dat‬‬‫‪i‬‬‫‪onofnumer‬‬‫‪ousst‬‬‫‪r‬‬‫‪andsofcust‬‬
‫‪omeri‬‬ ‫‪nf‬‬
‫‪or‬‬‫‪mat‬‬‫‪i‬‬
‫‪on,‬‬
‫‪i‬‬
‫‪ncl‬‬
‫‪udi‬‬‫‪ngpay‬‬‫‪mentt‬‬‫‪r‬‬
‫‪ansact‬‬
‫‪i‬‬‫‪ons,‬‬‫‪channel‬‬
‫‪pr‬‬‫‪ef‬‬
‫‪er‬‬‫‪ence,‬‬‫‪pr‬‬
‫‪oductt‬‬‫‪ake-‬‬
‫‪up,‬‬
‫‪di‬‬
‫‪sposabl‬‬
‫‪ei‬‬‫‪ncome,‬‬‫‪andbal‬‬
‫‪ancesheetst‬‬‫‪r‬‬‫‪uct‬‬
‫‪ur‬‬‫(‪e‬‬‫‪networ‬‬‫‪t‬‬
‫‪h,‬‬‫‪debt‬‬‫‪,‬‬‫‪l‬‬
‫‪i‬‬
‫‪qui‬‬‫‪di‬‬
‫‪t‬‬‫‪y‬‬‫)‬
‫‪.‬‬

‫‪،‬‬
‫ﻊ‬‫ﻓ‬‫ﺪ‬‫ﻟ‬
‫ﺍ‬‫ﻣﻼﺕ‬‫ﺎ‬‫ﻌ‬
‫ﻟﻚﻣ‬‫ﺎﻓﻲﺫ‬ ‫ﻤ‬
‫‪،‬ﺑ‬ ‫ﺀ‬
‫ﻤﻼ‬ ‫ﻌ‬
‫ﻟ‬‫ﺍ‬‫ﺎﺕ‬
‫ﻣ‬‫ﻮ‬‫ﻠ‬
‫ﻌ‬‫ﻮﻁﻣ‬‫ﻴ‬‫ﺪﻣﻦﺧ‬‫ﻳ‬‫ﺪ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﺪ‬‫ﻴ‬
‫ﻮﺣ‬‫ﻠﺐﺗ‬‫ﺘﻄ‬‫ﺍﻳ‬‫ﺬ‬
‫ﻭﻫ‬
‫ﺔ‬‫ﻤ‬
‫ﻴ‬‫ﻘ‬‫ﻟ‬
‫ﺍ‬‫ﺔ)‬
‫ﻴ‬‫ﻣ‬‫ﻮ‬‫ﻤ‬‫ﻌ‬
‫ﻟ‬‫ﺍ‬‫ﺔ‬
‫ﻴ‬‫ﻧ‬‫ﺍ‬
‫ﺰ‬‫ﻴ‬
‫ﻤ‬‫ﻟ‬‫ﺍ‬‫ﻜﻞ‬‫ﻴ‬‫‪،‬ﻭﻫ‬‫ﺎﺡ‬
‫ﺘ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺪﺧﻞ‬
‫ﻟ‬‫ﺍ‬
‫‪،‬ﻭ‬‫ﺘﺞ‬‫ﻨ‬
‫ﻤ‬‫ﻟ‬‫ﺍ‬‫ﻭﻝ‬‫ﺎ‬
‫ﻨ‬‫ﺗ‬
‫‪،‬ﻭ‬‫ﺓ‬‫ﺎ‬
‫ﻨ‬‫ﻘ‬‫ﻟ‬
‫ﺍ‬‫ﻴﻞ‬‫ﻔﻀ‬‫ﺗ‬‫ﻭ‬
‫‪.‬‬
‫(‬‫ﺔ‬‫ﻟ‬
‫ﻮ‬‫ﻴ‬‫ﻟﺴ‬‫ﺍ‬
‫‪،‬ﻭ‬‫ﻮﻥ‬‫ﻳ‬
‫ﺪ‬‫ﻟ‬‫ﺍ‬
‫‪،‬ﻭ‬‫ﺔ‬‫ﻴ‬‫ﻓ‬‫ﺎ‬
‫ﻟﺼ‬‫ﺍ‬

‫‪Butev‬‬
‫‪ent‬‬
‫‪hen,‬‬
‫‪sev‬‬
‫‪er‬‬‫‪al‬‬
‫‪bar‬‬
‫‪r‬‬‫‪i‬‬
‫‪er‬‬‫‪st‬‬
‫‪ot‬‬‫‪hecust‬‬
‫‪omer‬‬
‫‪-‬‬‫‪cent‬‬
‫‪r‬‬‫‪i‬‬
‫‪cmodel‬‬
‫‪exi‬‬
‫‪st‬‬‫‪.‬‬

‫‪.‬‬
‫ﻴﻞ‬‫ﻤ‬
‫ﻌ‬‫ﻟ‬‫ﺍ‬
‫ﻠﻰ‬‫ﺰﻋ‬
‫ﻜ‬‫ﺗ‬‫ﺮ‬
‫ﻤ‬‫ﻟ‬‫ﺍ‬
‫ﺫﺝ‬‫ﻮ‬
‫ﻤ‬‫ﻨ‬‫ﻟ‬
‫ﺍ‬‫ﻡ‬‫ﺎ‬
‫ﻣ‬‫ﺃ‬‫ﺰ‬
‫ﺍﺟ‬‫ﻮ‬
‫ﺓﺣ‬‫ﺪ‬
‫ﺪﻋ‬‫ﻮﺟ‬
‫‪،‬ﺗ‬‫ﻴﻦ‬
‫ﻟﺤ‬‫ﺍ‬
‫ﻟﻚ‬‫ﺘﻰﺫ‬
‫ﻜﻦﺣ‬
‫ﻟ‬‫ﻭ‬

‫‪Tr‬‬‫‪adi‬‬
‫‪t‬‬‫‪i‬‬‫‪onal‬‬‫‪consumerbankor‬‬‫‪gani‬‬‫‪zat‬‬
‫‪i‬‬‫‪onmodel‬‬‫‪s,‬‬‫‪wi‬‬‫‪t‬‬‫‪hanemphasi‬‬‫‪sonchannel‬‬
‫‪i‬‬
‫‪ndependenceandaccount‬‬ ‫‪abi‬‬‫‪l‬‬
‫‪i‬‬‫‪t‬‬
‫‪y‬‬‫‪,‬‬‫‪hav‬‬‫‪est‬‬‫‪oodi‬‬‫‪nt‬‬‫‪hewayofacust‬‬ ‫‪omer‬‬‫‪-‬‬
‫‪cent‬‬‫‪r‬‬
‫‪i‬‬‫‪c‬‬
‫‪model‬‬‫‪.Thecr‬‬ ‫‪eat‬‬‫‪i‬‬
‫‪onofpr‬‬‫‪oductandchannel‬‬‫“‬‫‪si‬‬
‫‪l‬‬‫”‪os‬‬‫‪,‬‬
‫‪wi‬‬‫‪t‬‬‫‪hl‬‬‫‪i‬‬
‫‪t‬‬‫‪t‬‬
‫‪l‬‬‫‪eornor‬‬‫‪ef‬‬
‫‪er‬‬‫‪ence‬‬
‫‪t‬‬‫‪ot‬‬‫‪hebesti‬‬‫‪nt‬‬‫‪er‬‬‫‪est‬‬
‫‪soft‬‬‫‪heor‬‬‫‪gani‬‬‫‪zat‬‬
‫‪i‬‬‫‪onasawhol‬‬ ‫‪e,‬‬‫‪ul‬‬
‫‪t‬‬‫‪i‬‬
‫‪mat‬‬‫‪el‬‬‫‪yl‬‬
‫‪eadst‬‬‫‪o‬‬
‫‪under‬‬‫‪per‬‬‫‪f‬‬‫‪or‬‬
‫‪mance.‬‬

‫ﺓ‬‫ﺎ‬
‫ﻨ‬‫ﻘ‬
‫ﻟ‬‫ﺍ‬‫ﻼﺔ‬
‫ﻴ‬‫ﻘﻟ‬‫ﺘ‬‫ﺍﺳ‬‫ﻠﻰ‬‫ﺰﻋ‬
‫ﻴ‬‫ﻛ‬‫ﺮ‬‫ﺘ‬
‫ﻟ‬‫ﺍ‬‫ﻊ‬‫‪،‬ﻣ‬‫ﺔ‬‫ﻳ‬
‫ﺪ‬‫ﻴ‬‫ﻠ‬
‫ﻘ‬‫ﺘ‬
‫ﻟ‬‫ﺍ‬‫ﺔ‬‫ﻴ‬
‫ﻛ‬‫ﻬﻼ‬‫ﺘ‬‫ﺍﻻﺳ‬‫ﻮﻙ‬
‫ﻨ‬‫ﺒ‬‫ﻟ‬
‫ﺍ‬‫ﻴﻢ‬‫ﻨﻈ‬
‫ﺫﺝﺗ‬‫ﺎ‬
‫ﻤ‬‫ﻔﺖﻧ‬‫ﻗ‬‫ﺪﻭ‬‫ﻘ‬‫ﻟ‬
‫ﺘﺞﻭ‬‫ﻨ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫"‬‫ﻊ‬
‫ﻣ‬‫ﺍ‬‫ﻮ‬
‫ﺀ"ﺻ‬‫ﺎ‬‫ﻧﺸ‬‫ﺩﻱﺇ‬‫ﺆ‬
‫‪.‬ﻳ‬‫ﻴﻞ‬‫ﻤ‬
‫ﻌ‬‫ﻟ‬‫ﺍ‬
‫ﻠﻰ‬‫ﺰﻋ‬ ‫ﻜ‬
‫ﺗ‬‫ﺮ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺫﺝ‬
‫ﻮ‬‫ﻤ‬‫ﻨ‬‫ﻟ‬
‫ﺍ‬‫ﻳﻖ‬‫ﺮ‬
‫‪،‬ﻓﻲﻃ‬ ‫ﺔ‬‫ﻟ‬
‫ﺀ‬‫ﺎ‬
‫ﻤﺴ‬‫ﻟ‬‫ﺍ‬
‫ﻭ‬
‫ﻟﻰ‬
‫ﺔﺇ‬‫ﻳ‬‫ﺎ‬
‫ﻬ‬‫ﻨ‬
‫ﻟ‬‫ﺍ‬
‫‪،‬ﻓﻲ‬ ‫ﻜﻞ‬‫ﺔﻛ‬
‫ﺆﺳﺴ‬ ‫ﻤ‬‫ﻠ‬
‫ﻟ‬‫ﻠﻰ‬‫ﻔﻀ‬‫ﻟ‬
‫ﺍ‬‫ﻟﺢ‬‫ﺎ‬
‫ﻤﺼ‬‫ﻟ‬‫ﺍ‬‫ﻟﻰ‬‫ﺔﺇ‬
‫ﻣ‬‫ﻭ‬‫ﺪ‬‫ﻌ‬
‫ﻭﻣ‬ ‫ﺃ‬‫ﺔ‬
‫ﻠ‬‫ﻴ‬‫ﻠ‬
‫ﺓﻗ‬‫ﺭ‬
‫ﺎ‬‫ﻊﺇﺷ‬‫‪،‬ﻣ‬‫ﺓ‬‫ﺎ‬
‫ﻨ‬‫ﻘ‬
‫ﻟ‬‫ﺍ‬
‫ﺩ‪.‬‬
‫ﻷﺀ‬
‫ﺍﺍ‬‫ﻌﻒ‬ ‫ﺿ‬

‫‪Twof‬‬‫‪or‬‬
‫‪cesper‬‬‫‪pet‬‬
‫‪uat‬‬
‫‪et‬‬‫‪hesi‬‬
‫‪l‬‬
‫‪oappr‬‬
‫‪oachwi‬‬
‫‪t‬‬‫‪hi‬‬
‫‪nconsumerbanki‬‬
‫‪ng‬‬
‫‪or‬‬
‫‪gani‬‬
‫‪zat‬‬‫‪i‬‬
‫‪ons:‬‬

‫ﺩ‬
‫ﺍ‬‫ﺮ‬‫ﻓ‬
‫ﻟﻸ‬‫ﺔ‬
‫ﻴ‬‫ﻓ‬‫ﺮ‬
‫ﻤﺼ‬‫ﻟ‬
‫ﺍ‬‫ﺎﺕ‬
‫ﺆﺳﺴ‬
‫ﻤ‬‫ﻟ‬‫ﺍ‬
‫ﺍﺧﻞ‬
‫ﺔﺩ‬‫ﻌ‬
‫ﻣ‬‫ﻮ‬‫ﻟﺼ‬
‫ﺍ‬‫ﻬﺞ‬
‫ﺔﻧ‬‫ﻣ‬
‫ﺍ‬‫ﺩ‬‫ﻠﻰﺇ‬
‫ﻤﻼﻥﻋ‬
‫ﻌ‬‫ﺎﻥﺗ‬
‫ﺗ‬‫ﻮ‬‫ﺎﻙﻗ‬
‫ﻨ‬‫‪:‬ﻫ‬
Per
for
manceandAccount
abi
l
ity‫ﺔ‬
‫ﻟ‬‫ﺀ‬‫ﺎ‬
‫ﻤﺴ‬‫ﻟ‬
‫ﺍ‬
‫ﻷﺀﻭ‬
‫ﺍ‬
‫ﺍﺩ‬

Consumerbankstradi
ti
onall
ymakei nvestments,bookrevenue,andal
locat
e
cost
sonapr oductand/orchannelbasi
s.Thismakest heproductorchannela
prof
itcent
erwhichmayhav eoveral
ldysfunct
ionalconsequencesfrom a
cust
omerperspecti
veandatt heexpenseofotherchannels.

‫ﻴﺺ‬‫ﺗﺨﺼ‬‫ﻭ‬،‫ﺍﺕ‬
‫ﺩ‬‫ﺍ‬‫ﺮ‬
‫ﻳ‬‫ﺍﻹ‬‫ﻴﻞ‬‫ﺗﺴﺠ‬‫ﻭ‬،‫ﺍﺕ‬
‫ﺭ‬‫ﺎ‬‫ﻤ‬
‫ﺜ‬‫ﺘ‬‫ﺎﻻﺳ‬
‫ﺪﻱﺑ‬‫ﻴ‬
‫ﻠ‬‫ﻘ‬
‫ﻜﻞﺗ‬‫ﺔﺑﺸ‬‫ﻴ‬‫ﻛ‬
‫ﻬﻼ‬‫ﺘ‬‫ﺍﻻﺳ‬‫ﻮﻙ‬‫ﻨ‬
‫ﺒ‬‫ﻟ‬
‫ﺍ‬‫ﻡ‬‫ﻮ‬‫ﻘ‬‫ﺗ‬
‫ﺪ‬
‫ﺑﺢﻗ‬‫ﺮ‬‫ﻠ‬
‫ﻟ‬‫ﺍ‬
ً
‫ﺰ‬‫ﻛ‬‫ﺮ‬
‫ﺓﻣ‬‫ﺎ‬‫ﻨ‬
‫ﻘ‬‫ﻟ‬
‫ﺍ‬ ‫ﻭ‬
‫ﺃ‬ ‫ﺘﺞ‬
‫ﻨ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﻌﻞ‬
‫ﺍﻳﺠ‬‫ﺬ‬‫ﻫ‬.‫ﺓ‬
‫ﺎ‬‫ﻨ‬
‫ﻘ‬‫ﻟ‬
‫ﺍ‬‫ﻭ‬/
‫ﺘﺞﻭ ﺃ‬‫ﻨ‬
‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺎﺱ‬ ‫ﺃﺳ‬‫ﻠﻰ‬‫ﻴﻒﻋ‬‫ﻟ‬‫ﺎ‬
‫ﻜ‬‫ﺘ‬‫ﻟ‬
‫ﺍ‬
.‫ﺮﻯ‬
‫ﺍﻷﺧ‬‫ﺍﺕ‬‫ﻮ‬
‫ﻨ‬‫ﻘ‬‫ﻟ‬
‫ﺍ‬‫ﺎﺏ‬‫ﻠﻰﺣﺴ‬ ‫ﻴﻞﻭﻋ‬
‫ﻤ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﺭ‬‫ﻮ‬‫ﻨﻈ‬
‫ﻡﻣﻦﻣ‬‫ﺎ‬‫ﻔﻲﻋ‬‫ﻴ‬
‫ﻠﻞﻭﻇ‬ ‫ﻗﺐﺧ‬ ‫ﺍ‬
‫ﻮ‬‫ﻪﻋ‬‫ﻟ‬‫ﻮﻥ‬‫ﻜ‬‫ﻳ‬

ManagementBehav
iorManagementBehav
ior‫ﺓ‬
‫ﺭ‬‫ﺍ‬‫ﺩ‬
‫ﺍﻻ‬‫ﻮﻙ‬
‫ﻠ‬‫ﺳ‬

Aprofit
ablechannelpr
ofitcenterhaslit
tl
eincentiv
et ochangeinfavorofa
cust
omer -
centri
capproachast hismayl eadtoconsol i
dat
ionandpossiblej
ob
l
ossesorar educti
oninmanagementr esponsibil
it
ies.I
ndivi
dualconsumer
bankchannelshavedevelopedi ndependenttechnologypl
atfor
msand
i
ntegrat
ionofthesecanleadt oupsetandr edundancyaswel lasone-off
costs.

‫ﻴﻞﻷ‬
‫ﻤ‬‫ﻌ‬‫ﻟ‬‫ﺍ‬
‫ﻠﻰ‬‫ﺰﻋ‬‫ﻛ‬‫ﺮ‬‫ﻬﺞﻳ‬‫ﻟﺢﻧ‬‫ﺎ‬
‫ﻟﺼ‬‫ﺮ‬‫ﻴ‬
‫ﻴ‬‫ﻐ‬‫ﺘ‬‫ﻠ‬
‫ﻟ‬‫ﺍ‬
ً
‫ﺮ‬‫ﻴ‬‫ﺒ‬
‫ﺍﻛ‬ً
‫ﺰ‬‫ﻓ‬‫ﺎ‬
‫ﺔﺣ‬‫ﺑﺤ‬‫ﺮ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺓ‬‫ﺎ‬
‫ﻨ‬‫ﻘ‬‫ﻠ‬
‫ﻟ‬‫ﺑﺢ‬‫ﺮ‬
‫ﻟ‬‫ﺍ‬‫ﺰ‬
‫ﻛ‬‫ﺮ‬‫ﺪﻯﻣ‬‫ﻟ‬
‫ﻴﺲ‬ ‫ﻟ‬
.
‫ﺓ‬‫ﺭ‬‫ﺍ‬
‫ﺩ‬‫ﺍﻹ‬‫ﺎﺕ‬‫ﻴ‬
‫ﻟ‬‫ﻭ‬‫ﺆ‬
‫ﻴﻞﻣﺴ‬ ‫ﻠ‬‫ﻘ‬
‫ﻭﺗ‬‫ﺃ‬‫ﺔ‬‫ﻠ‬
‫ﻤ‬‫ﺘ‬‫ﻤﺤ‬
‫ﻟ‬‫ﺍ‬‫ﺋﻒ‬‫ﺎ‬
‫ﻮﻇ‬‫ﻟ‬‫ﺍ‬‫ﺍﻥ‬
‫ﺪ‬‫ﻘ‬‫ﻓ‬
‫ﺪﻭ‬ ‫ﻴ‬
‫ﻮﺣ‬ ‫ﺘ‬
‫ﻟ‬‫ﺍ‬‫ﻟﻰ‬
‫ﺩﻱﺇ‬‫ﺆ‬‫ﺪﻳ‬‫ﺍﻗ‬
‫ﺬ‬‫ﻥﻫ‬
‫ﺩﻱ‬‫ﺆ‬‫ﺃﻥﻳ‬‫ﻜﻦ‬‫ﻤ‬‫ﻳ‬‫ﺔﻭ‬‫ﻠ‬‫ﻘ‬
‫ﺘ‬‫ﺔﻣﺴ‬‫ﻴ‬‫ﻨ‬
‫ﻘ‬‫ﺎﺕﺗ‬‫ﻨﺼ‬‫ﺔﻣ‬‫ﻳ‬‫ﺩ‬
‫ﺮ‬‫ﻔ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﻴ‬
‫ﻛ‬‫ﻬﻼ‬‫ﺘ‬‫ﺍﻻﺳ‬‫ﻮﻙ‬‫ﻨ‬
‫ﺒ‬‫ﻟ‬
‫ﺍ‬‫ﺍﺕ‬‫ﻮ‬‫ﻨ‬
‫ﺭﺕﻗ‬‫ﻮ‬‫ﻃ‬
.‫ﺓ‬
‫ﺭ‬‫ﺮ‬‫ﻜ‬‫ﺘ‬
‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺮ‬‫ﻴ‬
‫ﻴﻒﻏ‬ ‫ﻟ‬
‫ﺎ‬‫ﻜ‬‫ﺘ‬
‫ﻟ‬‫ﺍ‬‫ﺭﻓﻀﻼًﻋﻦ‬ ‫ﺍ‬‫ﺮ‬‫ﻜ‬‫ﺘ‬
‫ﻟ‬‫ﺍ‬
‫ﺎﺝﻭ‬‫ﺰﻋ‬‫ﻧ‬
‫ﺍﻻ‬‫ﻟﻰ‬
‫ﺎﺇ‬‫ﻬ‬
‫ﻠ‬‫ﻣ‬‫ﺎ‬
‫ﻜ‬‫ﺗ‬