ConsumerBanki

ng–Omni
channel
Del
i
ver
y

Topi
c5:
Cust
omerJour
ney
‫ﻴﻞ‬
‫ﻤ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﻠ‬
‫ﺭﺣ‬

Sal
esCy
cle‫ﺎﺕ‬
‫ﻌ‬‫ﻴ‬‫ﺒ‬
‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺓ‬‫ﺭ‬
‫ﻭ‬‫ﺩ‬

Eff
ecti
veomni
channel
deliv
eryneedstorecogni
zethefi
nanci
alpr
oduct
deci
sion-
maki
ngandpurchaseprocesswhichty
pical
l
yfoll
owsasix-
stage
sequence.

‫ﻟﻲ‬
‫ﺎ‬
‫ﻤ‬‫ﻟ‬‫ﺍ‬
‫ﺭ‬‫ﺍ‬‫ﺮ‬
‫ﻘ‬‫ﻟ‬
‫ﺍ‬‫ﻊ‬‫ﻨ‬
‫ﺔﺻ‬‫ﻴ‬
‫ﻠ‬‫ﻤ‬‫ﻠﻰﻋ‬‫ﺮﻑﻋ‬‫ﻌ‬
‫ﺘ‬‫ﻟ‬
‫ﺍ‬‫ﻟﻰ‬
‫ﺔﺇ‬‫ﻠ‬
‫ﻣ‬‫ﺎ‬‫ﻟﺸ‬
‫ﺍ‬‫ﺍﺕ‬‫ﻮ‬
‫ﻨ‬‫ﻘ‬‫ﻠ‬
‫ﻟ‬‫ﺎﻝ‬
‫ﻌ‬‫ﻔ‬‫ﻟ‬
‫ﺍ‬‫ﻴﻢ‬‫ﻠ‬
‫ﺘﺴ‬‫ﻟ‬
‫ﺍ‬‫ﺎﺝ‬
‫ﺘ‬‫ﻳﺤ‬
.‫ﺍﺣﻞ‬
‫ﺮ‬‫ﺎﻣﻦﺳﺖﻣ‬ً
‫ﻠ‬
‫ﻠﺴ‬‫ﺓﺗﺴ‬
ً‫ﺩ‬
‫ﺎ‬‫ﻊﻋ‬‫ﺒ‬‫ﺘ‬
‫ﺘﻲﺗ‬‫ﻟ‬
‫ﺍ‬‫ﺎﺕ‬‫ﺘﺠ‬‫ﻨ‬
‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺀ‬‫ﺍ‬
‫ﺮ‬‫ﻭﺷ‬

Thef
ir
stst
agei
sneedsr
ecogni
ti ‫ﺮﻑ‬
on. ‫ﻌ‬
‫ﺘ‬‫ﻟ‬
‫ﺍ‬‫ﺎﺝ‬
‫ﺘ‬‫ﻳﺤ‬.
Here,thecust
omerrecogni
zest heiractual f
inancialsi
tuationisnotidealand
thi
stri
ggersaneed.Forexampl e,t
hecust omermi ghtrecognizeacur r
ent
l
ackofpr ovi
sionf
orret
ir
ement .Inthiscase, thefi
nancial marketermight
tri
ggertheneedbywayofdirectcust omernot i
fi
cationthroughanappr opri
ate
channelbasedonspecif
iccustomeri nteractions.

‫ﻴﻞ‬
‫ﺒ‬‫ﻠﻰﺳ‬‫ﻋ‬.
‫ﺔ‬‫ﺎﺟ‬‫ﻟﺤ‬
‫ﺍ‬‫ﺮ‬‫ﻴ‬
‫ﺜ‬‫ﺍﻳ‬‫ﺬ‬‫ﺎﻭﻫ‬ً
‫ﻴ‬
‫ﻟ‬‫ﺎ‬‫ﺜ‬
‫ﻴﺲﻣ‬‫ﻟ‬‫ﻠﻲ‬
‫ﻌ‬‫ﻔ‬‫ﻟ‬
‫ﺍ‬‫ﻟﻲ‬‫ﺎ‬
‫ﻤ‬‫ﻟ‬‫ﺍ‬
‫ﻪ‬‫ﻌ‬‫ﺃﻥﻭﺿ‬ ‫ﻴﻞ‬‫ﻤ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﺭﻙ‬‫ﺪ‬‫ﻳ‬،‫ﻫ‬
‫ﺎ‬
‫ﻨ‬
‫ﺪ‬‫ﻗ‬،‫ﺔ‬‫ﻟ‬
‫ﺎ‬
‫ﻟﺤ‬‫ﺍ‬
‫ﻩ‬‫ﺬ‬‫ﻓﻲﻫ‬.‫ﺪ‬‫ﻋ‬‫ﺎ‬‫ﻘ‬
‫ﺘ‬‫ﻟ‬‫ﺍ‬‫ﺎﺕ‬‫ﻟﻲﻓﻲﻣﺨﺼﺼ‬‫ﺎ‬
‫ﻟﺤ‬‫ﺍ‬‫ﻘﺺ‬ ‫ﻨ‬‫ﻟ‬
‫ﺍ‬‫ﻴﻞ‬‫ﻤ‬
‫ﻌ‬‫ﻟ‬‫ﺍ‬‫ﺭﻙ‬‫ﺪ‬‫ﺪﻳ‬‫ﻗ‬،‫ﺎ‬
‫ﺜﻝ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬
‫ﺓ‬
‫ﺎ‬‫ﻨ‬
‫ﺮﻣﻦﺧﻼﻝﻗ‬ ‫ﺎﺷ‬
‫ﺒ‬‫ﻤ‬
‫ﻟ‬‫ﺍ‬‫ﻴﻞ‬‫ﻤ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﺭ‬‫ﺎ‬
‫ﻳﻖﺇﺧﻄ‬
‫ﺮ‬‫ﺔﻋﻦﻃ‬ ‫ﺎﺟ‬‫ﻟﺤ‬
‫ﺍ‬‫ﺓ‬‫ﺭ‬‫ﺎ‬
‫ﺛ‬‫ﺈ‬
‫ﻟﻲﺑ‬‫ﺎ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﻮﻕ‬‫ﻤﺴ‬‫ﻟ‬‫ﺍ‬‫ﻡ‬‫ﻮ‬
‫ﻘ‬‫ﻳ‬
.
‫ﺓ‬‫ﺩ‬‫ﺪ‬
‫ﻤﺤ‬‫ﻟ‬‫ﺍ‬‫ﺀ‬‫ﻤﻼ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﺎﻋﻼﺕ‬‫ﻔ‬‫ﻠﻰﺗ‬‫ﺀﻋ‬ً
‫ﺎ‬‫ﻨ‬
‫ﺔﺑ‬‫ﺒ‬‫ﺎﺳ‬
‫ﻨ‬‫ﻣ‬

Thesecondst
agei
sinf
ormat
i ch.‫ﺎﺕ‬
onsear ‫ﻣ‬‫ﻮ‬‫ﻠ‬
‫ﻌ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺒﺤﺚﻋﻦ‬
‫ﻟ‬‫ﺍ‬
Thecustomermightseekinf
ormat ionthr
oughbrowsi
ngtheInter
net,ar
efer
ral
,
ort
hroughadver
tisi
ng.Vi
sibi
lit
yoft heprovi
der–oft
enachievedthr
ough
adver
ti
sing–iskeytobeingincludedinthesear
chprocess.

‫ﻭﻣﻦﺧ‬‫ﺃ‬‫ﺣﺔ‬
‫ﻟ‬
‫ﺃﺍﻹﺎ‬
‫ﻧﺖﻭ‬‫ﺮ‬‫ﺘ‬
‫ﻧ‬‫ﺍﻹ‬‫ﻔﺢ‬
‫ﺎﺕﻣﻦﺧﻼﻝﺗﺼ‬ ‫ﻣ‬
‫ﻮ‬‫ﻠ‬‫ﻌ‬‫ﻠﻰﻣ‬
‫ﻮﻝﻋ‬ ‫ﻠﺤﺼ‬‫ﻟ‬‫ﻴﻞ‬‫ﻤ‬
‫ﻌ‬‫ﻟ‬‫ﺍ‬
‫ﻌﻰ‬‫ﺪﻳﺴ‬‫ﻗ‬
‫ﺎﺡ‬
‫ﺘ‬‫ﻔ‬‫ﻮﻣ‬
‫ﻫ‬-‫ﺎﺕ‬‫ﻧ‬
‫ﺍﻹﻋﻼ‬‫ﻪﻣﻦﺧﻼﻝ‬‫ﻘ‬
‫ﻴ‬‫ﻘ‬‫ﺘﻢﺗﺤ‬
‫ﺎﻳ‬‫ﻏﺎﻣ‬
ً
‫ﺒ‬
‫ﻟ‬‫ﺎ‬-‫ﺮ‬‫ﻓ‬
‫ﻮ‬‫ﻤ‬‫ﻟ‬‫ﺍ‬‫ﺭ‬
‫ﻮ‬‫ﻬ‬‫ﺇﻥﻇ‬.‫ﺍﻹﻋﻼﻥ‬‫ﻼﻝ‬
.
‫ﺒﺤﺚ‬ ‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﻴ‬‫ﻠ‬
‫ﻤ‬‫ﻪﻓﻲﻋ‬‫ﻨ‬‫ﻴ‬
‫ﻤ‬‫ﺗﻀ‬

Thet
hir
dst
agei
spr
epur
chaseev
aluat
ion.
‫ﺀ‬‫ﺍ‬‫ﺮ‬
‫ﻟﺸ‬‫ﺍ‬
‫ﺒﻞ‬‫ﺎﻗ‬
‫ﻴﻢﻣ‬
‫ﻴ‬‫ﻘ‬‫ﺗ‬
Eval
uat
ionandcompar i
soninaf i
nanci
alser
vicescontextr
equi
rescomplex
mathemati
calcapabi
li
ti
esthatmaybebey ondmanycust omersand
cust
omersmaydef ert
oInternetpr
icecomparisonsi
tesandothert
ools.

‫ﺯ‬
‫ﻭ‬‫ﺎ‬‫ﺘﺠ‬
‫ﺪﺗ‬‫ﺓﻗ‬
‫ﺪ‬‫ﻘ‬‫ﻌ‬
‫ﺔﻣ‬‫ﻴ‬
‫ﺎﺿ‬‫ﻳ‬
‫ﺍﺕﺭ‬
‫ﺭ‬‫ﺪ‬‫ﺔﻗ‬
‫ﻴ‬‫ﻟ‬‫ﺎ‬
‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺎﺕ‬
‫ﻣ‬‫ﺪ‬‫ﻟﺨ‬
‫ﺍ‬‫ﺎﻕ‬
‫ﻴ‬‫ﺔﻓﻲﺳ‬
‫ﻧ‬‫ﺭ‬‫ﺎ‬
‫ﻘ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬
‫ﻴﻢﻭ‬
‫ﻴ‬‫ﻘ‬‫ﺘ‬
‫ﻟ‬‫ﺍ‬‫ﻠﺐ‬
‫ﺘﻄ‬‫ﻳ‬
 .
‫ﺮﻯ‬‫ﺃﺧ‬
‫ﺍﺕ‬‫ﻭ‬
‫ﺩ‬‫ﺃ‬‫ﻧﺖﻭ‬
‫ﺮ‬‫ﺘ‬‫ﻧ‬
‫ﺍﻹ‬‫ﺭ‬
‫ﺎ‬‫ﻌ‬‫ﺃﺳ‬
‫ﺔ‬‫ﻧ‬‫ﺭ‬
‫ﺎ‬‫ﻘ‬‫ﻊﻣ‬
‫ﻗ‬‫ﺍ‬‫ﻮ‬
‫ﻟﻰﻣ‬
‫ﺀﺇ‬‫ﻤﻼ‬
‫ﻌ‬‫ﻟ‬‫ﺍ‬
‫ﺄ‬‫ﻠﺠ‬
‫ﺪﻳ‬‫ﻗ‬
‫ﺀﻭ‬‫ﻤﻼ‬
‫ﻌ‬‫ﻟ‬‫ﺍ‬
‫ﺪﻣﻦ‬
‫ﻳ‬‫ﺪ‬‫ﻌ‬
‫ﻟ‬‫ﺍ‬

Thef
our
thst
agei
sthepr
oductpur ‫ﺘﺞ‬
chase. ‫ﻨ‬
‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺀ‬‫ﺍ‬
‫ﺮ‬‫ﺷ‬
Herethecust omercommi t
stotheproductcontractei
thert
hroughremote
channels,face-
to-
facewit
habankempl oyee,orwithanagentorbroker.I
nan
omnichannel cont
ext,apar
ti
cul
archannelaccessedbyacust omerin
purchasingmodemustbecapabl eofsalesfulf
il
lmentwherepossible.

‫ﺪ‬‫ﺃﺣ‬‫ﻊ‬‫ﻪﻣ‬‫ﻮﺟ‬‫ﻟ‬ً
‫ﺎ‬
‫ﻬ‬‫ﻭﻭﺟ‬،
‫ﺓﺃ‬‫ﺪ‬‫ﻴ‬‫ﻌ‬‫ﺒ‬
‫ﻟ‬‫ﺍ‬
‫ﺍﺕ‬ ‫ﻮ‬
‫ﻨ‬‫ﻘ‬‫ﻟ‬
‫ﺍ‬‫ﺎﻣﻦﺧﻼﻝ‬‫ﻣ‬‫ﺘﺞﺇ‬‫ﻨ‬
‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺪ‬‫ﻘ‬
‫ﻌ‬‫ﻴﻞﺑ‬‫ﻤ‬
‫ﻌ‬‫ﻟ‬‫ﺍ‬
‫ﻡ‬‫ﺰ‬‫ﺘ‬
‫ﻠ‬‫ﺎﻳ‬
‫ﻨ‬‫ﻫ‬
‫ﺓ‬‫ﺎ‬
‫ﻨ‬‫ﻮﻥﻗ‬‫ﻜ‬‫ﺃﻥﺗ‬‫ﻳﺠﺐ‬،‫ﺔ‬‫ﻠ‬
‫ﻣ‬‫ﺎ‬
‫ﻟﺸ‬‫ﺍ‬‫ﺓ‬‫ﺎ‬
‫ﻨ‬‫ﻘ‬
‫ﻟ‬‫ﺍ‬‫ﺎﻕ‬‫ﻴ‬
‫ﻓﻲﺳ‬. ‫ﻴﻂ‬
‫ﻭﻭﺳ‬ ‫ﺃ‬‫ﻴﻞ‬
‫ﻛ‬‫ﻊﻭ‬‫ﻭﻣ‬،
‫ﻨﻚﺃ‬‫ﺒ‬‫ﻟ‬
‫ﺍ‬‫ﻔﻲ‬‫ﻮﻇ‬‫ﻣ‬
.
‫ﻟﻚ‬‫ﻜﻦﺫ‬‫ﻣ‬
‫ﺃ‬‫ﺎ‬‫ﻤ‬‫ﺜ‬‫ﻴ‬
‫ﺎﺕﺣ‬‫ﻌ‬‫ﻴ‬‫ﺒ‬
‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﻴﻖ‬‫ﻘ‬
‫ﻠﻰﺗﺤ‬‫ﺓﻋ‬ ‫ﺭ‬‫ﺩ‬
‫ﺎ‬‫ﺀﻗ‬‫ﺍ‬
‫ﺮ‬‫ﻟﺸ‬
‫ﺍ‬‫ﻊ‬‫ﻴﻞﻓﻲﻭﺿ‬‫ﻤ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﺎ‬
‫ﻬ‬‫ﻴ‬
‫ﻟ‬‫ﺔﻳﺼﻞﺇ‬‫ﻨ‬‫ﻴ‬
‫ﻌ‬‫ﻣ‬

Thef
if
thst
agei
stheconsumpt
ionoft
hepr .‫ﺘﺞ‬
oduct ‫ﻨ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﻬﻼﻙ‬
‫ﺘ‬‫ﺍﺳ‬
Thisstagecanbehighl
yintangi
bleincert
ainproductcategor
iessuchasa
personall
oanorter
m depositaccount.However,t
heremaybemor e
engagementincert
aincategori
essuchasahi gh-r
iskinv
estmentoracredi
t
cardwithrewar
dsandpr i
vil
eges.

‫ﺜﻞ‬
‫ﺔﻣ‬‫ﻨ‬‫ﻴ‬‫ﻌ‬
‫ﺎﺕﻣ‬‫ﺘﺠ‬‫ﻨ‬‫ﺎﺕﻣ‬‫ﺌ‬‫ﺓﻓﻲﻓ‬‫ﺮ‬‫ﻴ‬‫ﺒ‬
‫ﺔﻛ‬‫ﺭﺟ‬‫ﺪ‬‫ﺔﺑ‬‫ﻮﺳ‬‫ﻤ‬‫ﻠ‬
‫ﺮﻣ‬‫ﻴ‬‫ﺔﻏ‬ ‫ﻠ‬
‫ﺮﺣ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﻩ‬‫ﺬ‬
‫ﻮﻥﻫ‬ ‫ﻜ‬
‫ﺃﻥﺗ‬ ‫ﻜﻦ‬‫ﻤ‬
‫ﻳ‬
‫ﺪﻣﻦ‬‫ﻳ‬‫ﺰ‬
‫ﻤ‬‫ﻟ‬‫ﺍ‬
‫ﺎﻙ‬‫ﻨ‬‫ﻮﻥﻫ‬‫ﻜ‬‫ﺪﻳ‬
‫ﻗ‬، ‫ﻟﻚ‬‫ﻊﺫ‬‫ﻣ‬‫ﻭ‬.‫ﺟ‬
‫ﺔﻷ ﻞ‬‫ﻌ‬‫ﻳ‬‫ﺩ‬
‫ﻮ‬‫ﻟ‬‫ﺍ‬
‫ﺎﺏ‬ ‫ﻭﺣﺴ‬‫ﺃ‬‫ﻟﺸﺨﺼﻲ‬ ‫ﺍ‬
‫ﺮﺽ‬ ‫ﻘ‬
‫ﻟ‬‫ﺍ‬
‫ﺂﺕ‬‫ﻓ‬
‫ﺎ‬‫ﻜ‬‫ﻤ‬
‫ﻟ‬‫ﺍ‬‫ﻊ‬
‫ﺎﻥﻣ‬‫ﻤ‬‫ﺘ‬‫ﺋ‬
‫ﺍﻻ‬‫ﺔ‬‫ﻗ‬‫ﺎ‬
‫ﻭﺑﻄ‬‫ﺃ‬‫ﺮ‬‫ﺎﻃ‬
‫ﻤﺨ‬ ‫ﻟ‬
‫ﺍ‬‫ﻟﻲ‬‫ﺎ‬
‫ﺭﻋ‬‫ﺎ‬‫ﻤ‬
‫ﺜ‬‫ﺘ‬‫ﺍﻻﺳ‬‫ﺜﻞ‬‫ﺔﻣ‬‫ﻨ‬‫ﻴ‬
‫ﻌ‬‫ﺎﺕﻣ‬‫ﺌ‬‫ﺔﻓﻲﻓ‬‫ﻛ‬‫ﺭ‬‫ﺎ‬
‫ﻤﺸ‬‫ﻟ‬‫ﺍ‬
.
‫ﺍﺕ‬‫ﺯ‬‫ﺎ‬
‫ﻴ‬‫ﺘ‬‫ﻣ‬‫ﺍﻻ‬
‫ﻭ‬

Fi
nal
l
y,wehav
ethesi
xthst
age,
thePostPur
chaseEv
aluat
ion.‫ﺎ‬
‫ﻴﻢﻣ‬
‫ﻴ‬‫ﻘ‬‫ﺗ‬
‫ﺀ‬
‫ﺍ‬‫ﺮ‬‫ﻟﺸ‬
‫ﺍ‬‫ﺪ‬‫ﻌ‬
‫ﺑ‬
Thi
sst
age,whi
chcoverst
hecust
omer’sdeter
minat
ionwhet
herthepurchase
waswort
hwhil
e,i
sver
ymuchgovernedbytheconsumpti
onexperi
ence.

،
‫ﻡ‬‫ﺎ‬‫ﻤ‬
‫ﺘ‬‫ﺎﻻﻫ‬
‫ﺓﺑ‬‫ﺮ‬
‫ﻳ‬‫ﺪ‬‫ﺀﺟ‬
‫ﺍ‬‫ﺮ‬‫ﻟﺸ‬
‫ﺍ‬‫ﺔ‬‫ﻴ‬
‫ﻠ‬‫ﻤ‬‫ﻧﺖﻋ‬
‫ﺎ‬‫ﺍﻛ‬
‫ﺫ‬‫ﺎﺇ‬
‫ﻴﻞﻣ‬
‫ﻤ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﺪ‬‫ﻳ‬
‫ﺪ‬‫ﻐﻄﻲﺗﺤ‬‫ﺘﻲﺗ‬‫ﻟ‬‫ﺍ‬
،‫ﺔ‬‫ﻠ‬
‫ﺮﺣ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﻩ‬‫ﺬ‬
‫ﻫ‬
.
‫ﻬﻼﻙ‬‫ﺘ‬
‫ﺍﻻﺳ‬‫ﺔ‬‫ﺑ‬
‫ﺮ‬‫ﺘﺠ‬
‫ﻟ‬ ‫ﺮ‬
‫ﻴ‬‫ﺒ‬‫ﺪﻛ‬‫ﻟﻰﺣ‬‫ﻊﺇ‬
‫ﺗﺨﻀ‬
Manyf i
nanci
alser
viceproductlinesar
eli
mi t
edinthei
rabil
it
ytoprovi
dehi
gh
i
mpactandobj ect
ive,quanti
fi
ablemeasuresofquali
ty,
butcustomer
per
ceptiononindi
vidualproductqual
it
yisinf
luencedbyfact
orssuchas
ser
vicequali
ty.

‫ﻴﺲ‬‫ﻳ‬‫ﺎ‬
‫ﻘ‬‫ﺮﻣ‬‫ﻴ‬
‫ﻓ‬‫ﻮ‬‫ﻠﻰﺗ‬‫ﺎﻋ‬
‫ﻬ‬‫ﺗ‬‫ﺭ‬
‫ﺪ‬‫ﺓﻓﻲﻗ‬‫ﺩ‬‫ﻭ‬
‫ﺪ‬‫ﺔﻣﺤ‬‫ﻴ‬
‫ﻟ‬‫ﺎ‬
‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺎﺕ‬‫ﻣ‬‫ﺪ‬‫ﻟﺨ‬
‫ﺍ‬‫ﺎﺕ‬‫ﺘﺠ‬‫ﻨ‬
‫ﻮﻁﻣ‬ ‫ﺪﻣﻦﺧﻄ‬ ‫ﻳ‬
‫ﺪ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬
‫ﺘﺞ‬
‫ﻨ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺓ‬‫ﺩ‬
‫ﻮ‬‫ﻟﺠ‬‫ﻴﻞ‬‫ﻤ‬‫ﻌ‬
‫ﻟ‬‫ﺍ‬‫ﺭ‬
‫ﻮ‬‫ﻜﻦﺗﺼ‬‫ﻟ‬،
‫ﻤﻲ‬‫ﻜ‬‫ﻟ‬‫ﺍ‬
‫ﺎﺱ‬‫ﻴ‬
‫ﻘ‬‫ﻠ‬‫ﻟ‬‫ﺔ‬
‫ﻠ‬‫ﺑ‬
‫ﺎ‬‫ﻗ‬
‫ﺔﻭ‬ ‫ﻴ‬
‫ﻮﻋ‬‫ﻮﺿ‬‫ﻣ‬‫ﺮﻭ‬‫ﻴ‬
‫ﺛ‬‫ﺄ‬
‫ﺘ‬‫ﻟ‬‫ﺍ‬
‫ﺔ‬‫ﻴ‬‫ﻟ‬‫ﺎ‬
‫ﺓﻋ‬‫ﺩ‬‫ﻮ‬‫ﺟ‬
.‫ﺔ‬
‫ﻣ‬‫ﺪ‬‫ﻟﺨ‬‫ﺍ‬‫ﺓ‬
‫ﺩ‬‫ﻮ‬‫ﺜﻞﺟ‬‫ﻣﻞﻣ‬‫ﺍ‬
‫ﻮ‬‫ﻌ‬‫ﺮﺑ‬‫ﺛ‬‫ﺄ‬
‫ﺘ‬‫ﺩﻱﻳ‬
‫ﺮ‬‫ﻔ‬‫ﻟ‬
‫ﺍ‬
Omni
channel
Str
ategy
Ther
earet
womaj
orst
agesi
ndev
elopi
nganef
fect
iveomni
channel
banki
ng
st
rat
egy
.

‫ﺍﺕ‬
‫ﻮ‬‫ﻨ‬‫ﻘ‬
‫ﻟ‬‫ﺍ‬‫ﺓ‬
‫ﺩ‬‫ﺪ‬‫ﻌ‬
‫ﺘ‬‫ﺔﻣ‬
‫ﻟ‬‫ﺎ‬
‫ﻌ‬‫ﺔﻓ‬
‫ﻴ‬‫ﻓ‬‫ﺮ‬
‫ﺔﻣﺼ‬
‫ﻴ‬‫ﻴﺠ‬
‫ﺗ‬‫ﺍ‬
‫ﺮ‬‫ﺘ‬
‫ﺮﺇﺳ‬
‫ﻳ‬‫ﻮ‬‫ﺎﻥﻓﻲﺗﻄ‬
‫ﺘ‬‫ﻴ‬
‫ﻴﺴ‬‫ﺋ‬
‫ﺎﻥﺭ‬
‫ﺘ‬‫ﻠ‬
‫ﺮﺣ‬‫ﺎﻙﻣ‬
‫ﻨ‬‫ﻫ‬

Cust
omerSegment
aton‫ﺀ‬
i ‫ﻤﻼ‬‫ﻌ‬
‫ﻟ‬‫ﺍ‬‫ﺎﺕ‬
‫ﺌ‬‫ﻓ‬
Inmeet ingcust omerneedsandf acil
i
t at
ingt hecust omerj ourneyintermsof
deli
v er
y,t hi
sexer ciseneedst ogobey ondr outinedemogr aphi candf i
nancial
factorssuchasage, gender,income, andsoont oencompasspr eferr
ed
productandbanki nghabitsaswel laschannel preferences.Thi s
segment ationprocessf aci
li
tatesthedev elopmentofv ariouscust omer
personast hatall
owt hebankmodel t
y pi
cal orpreferredcust omerj ourney
s
acrosschannel s.

‫ﺍ‬
‫ﺬ‬‫ﺎﺝﻫ‬‫ﺘ‬‫ﻳﺤ‬،‫ﻴﻢ‬‫ﻠ‬
‫ﺘﺴ‬‫ﻟ‬‫ﺍ‬‫ﻴﺚ‬‫ﻴﻞﻣﻦﺣ‬ ‫ﻤ‬‫ﻌ‬
‫ﻟ‬‫ﺍ‬‫ﺔ‬‫ﻠ‬
‫ﻴﻞﺭﺣ‬ ‫ﻬ‬
‫ﺗﺴ‬‫ﺀﻭ‬‫ﻤﻼ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﺎﺕ‬‫ﺎﺟ‬‫ﻴ‬
‫ﺘ‬‫ﺍﺣ‬
‫ﺔ‬‫ﻴ‬‫ﺒ‬‫ﻠ‬
‫ﻓﻲﺗ‬
‫ﺪﺧﻞ‬
‫ﻟ‬‫ﺍ‬
‫ﻨﺲﻭ‬ ‫ﻟﺠ‬‫ﺍ‬‫ﺮﻭ‬‫ﻤ‬
‫ﻌ‬‫ﻟ‬‫ﺍ‬‫ﺜﻞ‬
‫ﺔﻣ‬ ‫ﻴ‬
‫ﻨ‬‫ﻴ‬‫ﺗ‬
‫ﻭ‬‫ﺮ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﻴ‬‫ﻟ‬
‫ﺎ‬
‫ﻭﻤ‬
‫ﻟ‬‫ﺔﺍ‬ ‫ﻴ‬
‫ﻓ‬‫ﺍ‬‫ﺮ‬
‫ﻮﻏ‬‫ﻤ‬‫ﻳ‬‫ﺪ‬‫ﻟ‬
‫ﺍ‬‫ﻣﻞ‬‫ﺍ‬
‫ﻮ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﺯ‬‫ﻭ‬‫ﺎ‬
‫ﻟﻰﺗﺠ‬
‫ﻳﻦﺇ‬‫ﺮ‬‫ﻤ‬‫ﺘ‬
‫ﻟ‬‫ﺍ‬
‫ﻴﻼﺕ‬ ‫ﻔﻀ‬‫ﻟﻰﺗ‬‫ﺔﺇ‬‫ﻓ‬‫ﺎ‬
‫ﺎﻹﺿ‬‫ﺔﺑ‬‫ﻴ‬‫ﻓ‬‫ﺮ‬
‫ﻤﺼ‬‫ﻟ‬‫ﺍ‬‫ﺍﺕ‬‫ﺩ‬
‫ﺎ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﺔﻭ‬‫ﻠ‬
‫ﻔﻀ‬ ‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺎﺕ‬‫ﺘﺠ‬
‫ﻨ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﻤﻞ‬‫ﻴﺸ‬‫ﻟ‬‫ﻟﻚ‬
‫ﻟﻰﺫ‬‫ﺎﺇ‬
‫ﻣ‬‫ﻭ‬
‫ﻤﺢ‬‫ﺘﻲﺗﺴ‬‫ﻟ‬‫ﺍ‬‫ﺀ‬
‫ﻤﻼ‬‫ﻌ‬‫ﻟ‬‫ﺍ‬
‫ﺎﺕ‬‫ﻴ‬‫ﺪﻣﻦﺷﺨﺼ‬ ‫ﻳ‬‫ﺪ‬
‫ﻌ‬‫ﻟ‬‫ﺍ‬‫ﺮ‬
‫ﻳ‬‫ﻮ‬‫ﻩﺗﻄ‬‫ﺬ‬‫ﺔﻫ‬‫ﺋ‬‫ﺰ‬
‫ﺘﺠ‬‫ﻟ‬‫ﺍ‬‫ﺔ‬
‫ﻴ‬‫ﻠ‬‫ﻤ‬
‫ﻬﻞﻋ‬‫ﺗﺴ‬.‫ﺓ‬‫ﺎ‬
‫ﻨ‬‫ﻘ‬
‫ﻟ‬‫ﺍ‬
.
‫ﺍﺕ‬‫ﻮ‬‫ﻨ‬
‫ﻘ‬‫ﻟ‬‫ﺍ‬
‫ﺮ‬‫ﺒ‬‫ﺔﻋ‬‫ﻠ‬
‫ﻔﻀ‬ ‫ﻤ‬
‫ﻟ‬‫ﺍ‬‫ﻭ‬‫ﺃ‬‫ﺔ‬‫ﻴ‬
‫ﺫﺟ‬‫ﻮ‬‫ﻤ‬‫ﻨ‬‫ﻟ‬
‫ﺍ‬‫ﺀ‬‫ﻤﻼ‬‫ﻌ‬
‫ﻟ‬‫ﺍ‬‫ﺮﺣﻼﺕ‬‫ﻨﻚﺑ‬‫ﺒ‬
‫ﻟ‬‫ﺍ‬
‫ﺫﺝ‬‫ﻮ‬‫ﻤ‬‫ﻨ‬‫ﺑ‬

St
eer
ingModel s‫ﺔ‬
&KPI ‫ﻴ‬
‫ﻴﺴ‬‫ﺋ‬
‫ﺮ‬‫ﻟ‬
‫ﺍ‬‫ﻷﺀ‬
‫ﺍ‬
‫ﺍﺩ‬‫ﺍﺕ‬
‫ﺮ‬‫ﺆﺷ‬
‫ﻣ‬‫ﻪﻭ‬
‫ﻴ‬‫ﻮﺟ‬
‫ﺘ‬‫ﻟ‬‫ﺍ‬
‫ﺫﺝ‬‫ﻮ‬
‫ﻤ‬‫ﻧ‬
Toopt i
mizethecust omerjourney,i
tisnecessaryt
oadoptast eeri
ngmodel
thatbothrecognizescustomerpreferencesandplacesthesewithi
nt he
contextofthebank’ seconomictargetsandobject
ives.Thi
sisachievedby
developi
ngast eeringmodel t
hatissupportedbyar angeofkeyperformance
i
ndicators(KPIs)
.

‫ﻤﻼ‬‫ﻌ‬
‫ﻟ‬‫ﺍ‬‫ﻴﻼﺕ‬
‫ﻔﻀ‬‫ﻠﻰﺗ‬‫ﺮﻑﻋ‬‫ﻌ‬‫ﺘ‬‫ﻪﻳ‬
‫ﻴ‬‫ﻮﺟ‬‫ﺫﺝﺗ‬‫ﻮ‬‫ﻤ‬
‫ﺩﻧ‬‫ﺎ‬‫ﻤ‬
‫ﺘ‬‫ﺍﻋ‬‫ﺭﻱ‬‫ﻭ‬‫ﺮ‬
‫ﻟﻀ‬‫ﺍ‬‫ﻣﻦ‬، ‫ﻴﻞ‬‫ﻤ‬
‫ﻌ‬‫ﻟ‬‫ﺍ‬‫ﺔ‬
‫ﻠ‬‫ﻴﻦﺭﺣ‬‫ﺘﺤﺴ‬‫ﻟ‬
‫ﻟﻚﻣﻦﺧﻼﻝ‬‫ﻴﻖﺫ‬‫ﻘ‬‫ﺘﻢﺗﺤ‬
‫ﻳ‬.‫ﻨﻚ‬‫ﺒ‬
‫ﻠ‬‫ﻟ‬‫ﺔ‬
‫ﻳ‬‫ﺩ‬‫ﺎ‬
‫ﺘﺼ‬‫ﻗ‬‫ﺍﻻ‬‫ﺍﻑ‬‫ﺪ‬‫ﺍﻷﻫ‬
‫ﺍﻑﻭ‬‫ﺪ‬ ‫ﺍﻷﻫ‬‫ﺎﻕ‬
‫ﻴ‬‫ﺎﻓﻲﺳ‬ ‫ﻬ‬
‫ﻌ‬‫ﻳﻀ‬‫ﺀﻭ‬
(
KPIs)
.‫ﺔ‬‫ﻴ‬
‫ﻴﺴ‬‫ﺋ‬‫ﺮ‬
‫ﻟ‬‫ﺍ‬‫ﻷﺀ‬
‫ﺍ‬‫ﺍﺩ‬‫ﺍﺕ‬‫ﺮ‬‫ﺆﺷ‬‫ﺔﻣﻦﻣ‬‫ﻮﻋ‬‫ﻤ‬‫ﻤﺠ‬‫ﻡﺑ‬
‫ﻮ‬ ‫ﺪﻋ‬‫ﻪﻣ‬‫ﻴ‬‫ﻮﺟ‬‫ﺫﺝﺗ‬‫ﻮ‬‫ﻤ‬
‫ﺮﻧ‬‫ﻳ‬‫ﻮ‬
‫ﺗﻄ‬
Thesteeri
ngmodelandKPIsmustasf araspossibler
espectt
heomnichannel
appr
oachandnotbebeholdentotradi
tionalsi
l
o-basedbr
anch-andpr
oduct-
cent
ri
cr ev
enueandcostal
locat
ionpracti
ces.

‫ﻬﺞ‬‫ﻜﻦﻧ‬
‫ﻤ‬‫ﺪﻣ‬ ‫ﻗﺼﻰﺣ‬ ‫ﺃ‬
‫ﻟﻰ‬‫ﺔﺇ‬‫ﻴ‬‫ﻴﺴ‬
‫ﺋ‬‫ﺮ‬‫ﻟ‬
‫ﺍ‬‫ﻷﺀ‬
‫ﺍ‬
‫ﺍﺩ‬‫ﺍﺕ‬‫ﺮ‬
‫ﺆﺷ‬ ‫ﻣ‬
‫ﻪﻭ‬‫ﻴ‬‫ﻮﺟ‬‫ﺘ‬‫ﻟ‬
‫ﺍ‬‫ﺫﺝ‬‫ﻮ‬‫ﻤ‬
‫ﻡﻧ‬‫ﺮ‬‫ﺘ‬
‫ﺃﻥﻳﺤ‬ ‫ﻳﺠﺐ‬
‫ﻠﻰ‬
‫ﺔﻋ‬‫ﻤ‬‫ﺋ‬
‫ﺎ‬‫ﻘ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﻔ‬‫ﻠ‬
‫ﻜ‬‫ﺘ‬‫ﻟ‬
‫ﺍ‬
‫ﺍﺕﻭ‬ ‫ﺩ‬
‫ﺍ‬‫ﺮ‬‫ﻳ‬
‫ﺍﻹ‬‫ﻴﺺ‬‫ﺎﺕﺗﺨﺼ‬‫ﺭﺳ‬‫ﺎ‬
‫ﻤ‬‫ﻤ‬‫ﻟ‬‫ﺎ‬
ً
‫ﻨ‬‫ﻳ‬
‫ﺪ‬‫ﻮﻥﻣ‬‫ﻜ‬‫ﺃﻻﻳ‬
‫ﻭ‬omnichannel
.‫ﻊ‬
‫ﻣ‬‫ﺍ‬‫ﻮ‬‫ﻟﺼ‬
‫ﺍ‬‫ﻠﻰ‬‫ﺓﻋ‬‫ﺰ‬‫ﻜ‬
‫ﺗ‬‫ﺮ‬‫ﻤ‬
‫ﻟ‬‫ﺍ‬‫ﺘﺞ‬
‫ﻨ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬
‫ﻭﻉﻭ‬ ‫ﺮ‬
‫ﻔ‬‫ﻟ‬
‫ﺍ‬
KeyPer
for
manceI
ndi
cat
ors
‫ﺔ‬
‫ﻴ‬‫ﻴﺴ‬
‫ﺋ‬‫ﺮ‬‫ﻟ‬
‫ﺍ‬‫ﻷﺀ‬
‫ﺍ‬
‫ﺍﺩ‬‫ﺍﺕ‬
‫ﺮ‬‫ﺆﺷ‬
‫ﻣ‬
Keyperformanceindi
cator
s(KPIs) 
insuppor
tofanomni
channelst
rat
egy
comeint hreecat
egori
esthatcorr
espondroughl
ytot
hestagesoft
he
sal
es/purchasecycl
e.

‫ﻓﻲﺛﻼﺙ‬omni
channel
‫ﺔ‬‫ﻴ‬‫ﻴﺠ‬‫ﺗ‬
‫ﺍ‬‫ﺮ‬
‫ﺘ‬‫ﺪﻋﻢﺇﺳ‬‫ﻟ‬
(KPIs)‫ﺔ‬
‫ﻴ‬‫ﻴﺴ‬‫ﺋ‬
‫ﺮ‬‫ﻟ‬
‫ﺍ‬‫ﻷﺀ‬
‫ﺍ‬
‫ﺍﺩ‬ ‫ﺍﺕ‬
‫ﺮ‬‫ﺆﺷ‬‫ﺗﻲﻣ‬
‫ﺄ‬‫ﺗ‬
.‫ﺀ‬‫ﺍ‬
‫ﺮ‬‫ﻟﺸ‬
‫ﺍ‬/‫ﺎﺕ‬‫ﻌ‬‫ﻴ‬
‫ﺒ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺓ‬‫ﺭ‬
‫ﻭ‬‫ﺍﺣﻞﺩ‬‫ﺮ‬
‫ﻊﻣ‬‫ﺎﻣ‬ً
‫ﺒ‬
‫ﻳ‬‫ﺮ‬‫ﻘ‬
‫ﻓﻖﺗ‬‫ﺍ‬
‫ﻮ‬‫ﺘ‬‫ﺎﺕﺗ‬
‫ﺌ‬‫ﻓ‬

eness‫ﻋﻲ‬
Awar ‫ﻮ‬
‫ﻟ‬‫ﺍ‬
AwarenessKPIsmeasurethefr
equencywit
hwhichthechannel
sareengaged
bycustomersandprospect
s.I
tcorr
espondswit
htheneedsrecogni
ti
onand
i
nfor
mat i
onsearchstagesoft
hesalescycl
e.

‫ﺔ‬
‫ﻛ‬‫ﺭ‬‫ﺎ‬
‫ﻪﻣﺸ‬‫ﻟ‬‫ﺘﻢﻣﻦﺧﻼ‬
‫ﺬﻱﻳ‬‫ﻟ‬‫ﺍ‬
‫ﺩ‬‫ﺩ‬‫ﺮ‬
‫ﺘ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﻴ‬
‫ﻮﻋ‬‫ﺘ‬
‫ﻟ‬‫ﺎ‬
‫ﺔﺑ‬‫ﺎﺻ‬‫ﻟﺨ‬‫ﺍ‬‫ﺔ‬
‫ﻴ‬‫ﻴﺴ‬‫ﺋ‬
‫ﺮ‬‫ﻟ‬
‫ﺍ‬‫ﻷﺀ‬
‫ﺍ‬‫ﺍﺩ‬‫ﺍﺕ‬‫ﺮ‬‫ﺆﺷ‬‫ﻴﺲﻣ‬‫ﻘ‬‫ﺗ‬
‫ﺎﺕﻭ‬‫ﺎﺟ‬
‫ﻴ‬‫ﺘ‬
‫ﺍﻻﺣ‬‫ﻠﻰ‬‫ﺮﻑﻋ‬‫ﻌ‬
‫ﺘ‬‫ﻟ‬
‫ﺍ‬‫ﺍﺣﻞ‬‫ﺮ‬
‫ﻊﻣ‬‫ﻓﻖﻣ‬‫ﺍ‬
‫ﻮ‬‫ﺘ‬‫ﻳ‬.‫ﻴﻦ‬
‫ﻠ‬‫ﻤ‬‫ﺘ‬
‫ﻤﺤ‬‫ﻟ‬
‫ﺍ‬‫ﺀﻭ‬‫ﻤﻼ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﺒﻞ‬‫ﺍﺕﻣﻦﻗ‬‫ﻮ‬
‫ﻨ‬‫ﻘ‬‫ﻟ‬
‫ﺍ‬
.‫ﺎﺕ‬‫ﻌ‬
‫ﻴ‬‫ﺒ‬‫ﻤ‬
‫ﻟ‬‫ﺍ‬‫ﺓ‬
‫ﺭ‬‫ﻭ‬‫ﺪ‬‫ﻟ‬‫ﺎﺕ‬
‫ﻣ‬‫ﻮ‬‫ﻠ‬‫ﻌ‬
‫ﻤ‬‫ﻟ‬‫ﺍ‬‫ﺒﺤﺚﻋﻦ‬‫ﻟ‬
‫ﺍ‬
Awar
enessKPI
smayi
ncl
ude:

‫ﻠﻲ‬
‫ﺎﻳ‬‫ﻮﻋﻲﻣ‬
‫ﻠ‬‫ﻟ‬‫ﺔ‬
‫ﻴ‬‫ﻴﺴ‬
‫ﺋ‬‫ﺮ‬‫ﻟ‬
‫ﺍ‬‫ﻷﺀ‬
‫ﺍ‬
‫ﺍﺩ‬‫ﺍﺕ‬
‫ﺮ‬‫ﺆﺷ‬
‫ﻤﻞﻣ‬
‫ﺪﺗﺸ‬:
‫ﻗ‬

 Traf
fi
cgenerat
ion–Thismetr
icr
ecor
dsthenumbersofuniquevi
sit
ors
toapart
icul
archannel
suchasawebsi
te,
branch,
soci
alchannel
,and
soon.

 Acti
vat
ionorvi
sitr
ate–Thi
smet ri
crecordshowmanyti
mesauni
que
vi
sit
orviewsorpat
roni
zesachanneloverati
meper
iod.

‫ﺜﻞ‬
‫ﺔﻣ‬‫ﻨ‬
‫ﻴ‬‫ﻌ‬‫ﺓﻣ‬
‫ﺎ‬‫ﻨ‬
‫ﻘ‬‫ﻟ‬‫ﻳﻦ‬
‫ﺪ‬‫ﻳ‬‫ﺮ‬
‫ﻔ‬‫ﻟ‬
‫ﺍ‬‫ﺭ‬‫ﺍ‬
‫ﻭ‬‫ﺰ‬‫ﻟ‬
‫ﺍ‬‫ﺩ‬‫ﺪ‬
‫ﺎﺱﻋ‬ ‫ﻴ‬
‫ﻘ‬‫ﻤ‬‫ﻟ‬‫ﺍ‬
‫ﺍ‬‫ﺬ‬‫ﻳﺴﺠﻞﻫ‬-‫ﺭ‬‫ﻭ‬
‫ﺮ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﻛ‬
‫ﺮ‬‫ﺪﺣ‬‫ﻴ‬
‫ﻟ‬‫ﻮ‬‫ﺗ‬
.
‫ﻟﻚ‬‫ﻟﻰﺫ‬‫ﺎﺇ‬
‫ﻣ‬‫ﺔﻭ‬‫ﻴ‬‫ﺎﻋ‬
‫ﻤ‬‫ﺘ‬‫ﺍﺟ‬‫ﺓ‬
‫ﺎ‬‫ﻨ‬
‫ﻭﻗ‬‫ﺃ‬‫ﺮﻉ‬‫ﻭﻓ‬
‫ﺃ‬‫ﻳﺐ‬‫ﻊﻭ‬
‫ﻗ‬‫ﻮ‬‫ﻣ‬

‫ﺮ‬
‫ﺋ‬‫ﺍ‬
‫ﺰ‬‫ﻟ‬
‫ﺍ‬‫ﺓ‬‫ﺪ‬
‫ﺎﻫ‬‫ﺍﺕﻣﺸ‬
‫ﺮ‬‫ﺩﻣ‬
‫ﺪ‬‫ﺎﺱﻋ‬
‫ﻴ‬‫ﻘ‬‫ﻤ‬
‫ﻟ‬‫ﺍ‬‫ﺍ‬
‫ﺬ‬‫ﻳﺴﺠﻞﻫ‬-‫ﺓ‬‫ﺭ‬‫ﺎ‬
‫ﻳ‬‫ﺰ‬
‫ﻟ‬‫ﺍ‬‫ﻭ‬‫ﺃ‬
‫ﻴﻂ‬ ‫ﻨﺸ‬
‫ﺘ‬‫ﻟ‬
‫ﺍ‬‫ﺪﻝ‬‫ﻌ‬‫ﻣ‬
.‫ﺔ‬‫ﻴ‬
‫ﻨ‬‫ﻣ‬‫ﺓﺯ‬
‫ﺮ‬‫ﺘ‬‫ﺓﺧﻼﻝﻓ‬‫ﺎ‬‫ﻨ‬
‫ﻘ‬‫ﻟ‬‫ﻪ‬‫ﺘ‬
‫ﻳ‬‫ﺎ‬
‫ﻭﺭﻋ‬‫ﺃ‬‫ﺪ‬‫ﻳ‬
‫ﺮ‬‫ﻔ‬‫ﻟ‬
‫ﺍ‬
Relatedt
ot hesemetri
cs,t
hereshouldalsobear ecordmadeoft henatur
e
andsequenceoft ouchpoi
ntsbeforethecustomermakessi gnif
icantact
ions
i
nt heappli
cationorsal
esprocesssoast orefi
neinformat
ionrel
atedtothe
customerjourney.

‫ﻠﺴﻞ‬
‫ﺗﺴ‬‫ﺔﻭ‬‫ﻌ‬‫ﻴ‬
‫ﺒ‬‫ﻟﻄ‬‫ﻮﻉ‬‫ﻨ‬
‫ﺎﺳﺠﻞﻣﺼ‬ ً‫ﻳ‬
‫ﻀ‬ ‫ﺃ‬
‫ﺎﻙ‬‫ﻨ‬
‫ﻮﻥﻫ‬‫ﻜ‬‫ﺃﻥﻳ‬‫ﻳﺠﺐ‬،‫ﻴﺲ‬‫ﻳ‬
‫ﺎ‬‫ﻘ‬
‫ﻤ‬‫ﻟ‬‫ﺍ‬
‫ﻩ‬‫ﺬ‬‫ﻬ‬‫ﻠﻖﺑ‬
‫ﻌ‬‫ﺘ‬‫ﺎﻳ‬‫ﻤ‬
‫ﻴ‬‫ﻓ‬
‫ﺎﺕﻣﻦ‬‫ﻌ‬‫ﻴ‬
‫ﺒ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﻴ‬
‫ﻠ‬‫ﻤ‬‫ﻭﻋ‬‫ﺃ‬‫ﻴﻖ‬
‫ﺒ‬‫ﺘﻄ‬
‫ﻟ‬‫ﺍ‬‫ﺔﻓﻲ‬
‫ﻤ‬‫ﻬ‬‫ﺍﺕﻣ‬
‫ﺀ‬‫ﺍ‬
‫ﺮ‬‫ﻴﻞﺇﺟ‬‫ﻤ‬
‫ﻌ‬‫ﻟ‬‫ﺍ‬
‫ﺬ‬‫ﺘﺨ‬
‫ﺃﻥﻳ‬‫ﺒﻞ‬‫ﺎﻝﻗ‬‫ﻻﺼ‬
‫ﺍﺗ‬ ‫ﺎﻁ‬‫ﻘ‬
‫ﻧ‬
 .
‫ﻴﻞ‬‫ﻤ‬
‫ﻌ‬‫ﻟ‬‫ﺍ‬
‫ﺔ‬‫ﻠ‬‫ﺮﺣ‬
‫ﺔﺑ‬‫ﻘ‬
‫ﻠ‬‫ﻌ‬‫ﺘ‬
‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺎﺕ‬
‫ﻣ‬‫ﻮ‬‫ﻠ‬
‫ﻌ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﻴﻦ‬
‫ﺃﺟﻞﺗﺤﺴ‬

Engagement‫ﺎﻁ‬
‫ﺒ‬‫ﺗ‬
‫ﺭ‬‫ﺍﻻ‬
Level
sofcust omerengagementaredependentont hesui
tabi
l
ityofaproduct
andhowi ti
spr esented.Ul
ti
matel
y,hi
ghlevel
sofengagementar etr
ansl
ated
tosal
esconv ersi
on.Engagementcorr
espondswi t
ht hepr
epurchase
eval
uati
onandpur chasest
agesofthesalescycl
e.

،
‫ﺔ‬‫ﻳ‬‫ﺎ‬
‫ﻬ‬‫ﻨ‬
‫ﻟ‬‫ﺍ‬
‫ﻓﻲ‬.‫ﻪ‬‫ﻤ‬
‫ﻳ‬‫ﺪ‬‫ﻘ‬‫ﺔﺗ‬
‫ﻴ‬‫ﻔ‬‫ﻴ‬‫ﻛ‬
‫ﺘﺞﻭ‬‫ﻨ‬‫ﻤ‬
‫ﻟ‬‫ﺍ‬‫ﺔ‬‫ﻣ‬
‫ﺀ‬‫ﺪﻯﻣﻼ‬ ‫ﻠﻰﻣ‬‫ﺀﻋ‬
‫ﻤﻼ‬ ‫ﻌ‬
‫ﻟ‬‫ﺍ‬‫ﺔ‬
‫ﻛ‬‫ﺭ‬‫ﺎ‬
‫ﺎﺕﻣﺸ‬‫ﻳ‬‫ﻮ‬‫ﺘ‬‫ﺪﻣﺴ‬ ‫ﻤ‬
‫ﺘ‬‫ﻌ‬‫ﺗ‬
‫ﻊ‬‫ﺔﻣ‬‫ﻛ‬‫ﺭ‬
‫ﺎ‬‫ﻤﺸ‬
‫ﻟ‬‫ﺍ‬‫ﻓﻖ‬‫ﺍ‬
‫ﻮ‬‫ﺘ‬‫ﺗ‬.
‫ﺎﺕ‬‫ﻌ‬
‫ﻴ‬‫ﺒ‬‫ﻤ‬
‫ﻟ‬‫ﺍ‬‫ﻳﻞ‬
‫ﻮ‬‫ﻟﻰﺗﺤ‬‫ﺔﺇ‬‫ﻛ‬‫ﺭ‬
‫ﺎ‬‫ﻤﺸ‬
‫ﻟ‬‫ﺍ‬‫ﺔﻣﻦ‬‫ﻴ‬‫ﻟ‬
‫ﺎ‬‫ﻌ‬
‫ﻟ‬‫ﺍ‬‫ﺎﺕ‬
‫ﻳ‬‫ﻮ‬‫ﺘ‬
‫ﻤﺴ‬ ‫ﻟ‬
‫ﺍ‬‫ﺮﺟﻢ‬‫ﺘ‬ُ
‫ﺗ‬
.
‫ﺎﺕ‬‫ﻌ‬‫ﻴ‬‫ﺒ‬
‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺓ‬‫ﺭ‬
‫ﻭ‬‫ﺪ‬‫ﻟ‬‫ﺀ‬‫ﺍ‬
‫ﺮ‬‫ﻟﺸ‬
‫ﺍ‬‫ﺍﺣﻞ‬‫ﺮ‬‫ﻣ‬‫ﺒﻖﻭ‬‫ﻤﺴ‬
‫ﻟ‬‫ﺍ‬‫ﺀ‬
‫ﺍ‬‫ﺮ‬‫ﻟﺸ‬
‫ﺍ‬ ‫ﻴﻢ‬
‫ﻴ‬‫ﻘ‬‫ﺗ‬
Rel
evantmet
ri
csi
ncl
ude:

‫ﻠﻲ‬
‫ﺎﻳ‬‫ﺔﻣ‬
‫ﻠ‬‫ﻟﺼ‬
‫ﺍ‬‫ﺍﺕ‬
‫ﻴﺲﺫ‬
‫ﻳ‬‫ﺎ‬
‫ﻘ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﻤﻞ‬
‫ﺗﺸ‬:

 Productr
ecommendati
onsandof
fer
sperv
isi
t(pr
eempt
iveof
fer
s
basedoncustomerpr
ofi
li
ng)

 Conv
ersi
onr
ateonpr
oductr
ecommendat
ions

 Conv
ersi
onr
ateonpr
oductof
fer
s

 Lengt
hofv
isi
t

 Cr
oss-
channel
conv
ersi
onr
ate

 Cr
oss-
channel
basketr
ate(
productv
alue)

‫ﻴﻒ‬
‫ﻨ‬‫ﻠﻰﺗﺼ‬
‫ﺪﻋ‬‫ﻤ‬
‫ﺘ‬‫ﻌ‬‫ﺔﺗ‬
‫ﻴ‬‫ﻗ‬‫ﺎ‬
‫ﺒ‬‫ﺘ‬
‫ﺍﺳ‬‫ﻭﺽ‬
‫ﺮ‬‫ﺓ)ﻋ‬
‫ﺭ‬‫ﺎ‬‫ﻳ‬
‫ﻜﻞﺯ‬
‫ﻟ‬‫ﻭﺽ‬
‫ﺮ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬
‫ﺘﺞﻭ‬
‫ﻨ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺎﺕ‬‫ﻴ‬‫ﻮﺻ‬‫ﺗ‬
)
‫ﻴﻞ‬‫ﻤ‬‫ﻌ‬
‫ﻟ‬‫ﺍ‬

‫ﺘﺞ‬
‫ﻨ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺎﺕ‬
‫ﻴ‬‫ﻮﺻ‬
‫ﻠﻰﺗ‬
‫ﻳﻞﻋ‬
‫ﻮ‬‫ﺘﺤ‬
‫ﻟ‬‫ﺍ‬‫ﺪﻝ‬
‫ﻌ‬‫ﻣ‬

‫ﺎﺕ‬
‫ﺘﺠ‬‫ﻨ‬
‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﻭﺽ‬
‫ﺮ‬‫ﻠﻰﻋ‬
‫ﻳﻞﻋ‬
‫ﻮ‬‫ﺘﺤ‬
‫ﻟ‬‫ﺍ‬‫ﺪﻝ‬
‫ﻌ‬‫ﻣ‬

‫ﺓ‬
‫ﺭ‬‫ﺎ‬‫ﻳ‬
‫ﺰ‬‫ﻟ‬
‫ﺍ‬‫ﻮﻝ‬
‫ ﻃ‬

‫ﺍﺕ‬
‫ﻮ‬‫ﻨ‬
‫ﻘ‬‫ﻟ‬
‫ﺍ‬‫ﺮ‬‫ﺒ‬
‫ﻳﻞﻋ‬
‫ﻮ‬‫ﺘﺤ‬
‫ﻟ‬‫ﺍ‬‫ﺪﻝ‬
‫ﻌ‬‫ﻣ‬

)
‫ﺘﺞ‬‫ﻨ‬
‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﻤ‬
‫ﻴ‬‫ﻗ‬)‫ﺔ‬
‫ﻌ‬‫ﺎﻃ‬
‫ﻘ‬‫ﺘ‬‫ﻤ‬
‫ﻟ‬‫ﺍ‬‫ﺍﺕ‬
‫ﻮ‬‫ﻨ‬
‫ﻘ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﻠ‬
‫ﺮﺳ‬‫ﻌ‬
‫ ﺳ‬
Omnichannelpl
acesgr
eatemphasi
soncross-
channel
conversi
onrat
esand
basketr
atesasthi
senabl
esmarket
erst
ot r
ackthemater
ialcont
ri
but
orsand
t
hepat
ter
ns/
behav
ior
sbehi
ndt
hedeci
siont
opur
chase.

‫ﺔ‬
‫ﻠ‬‫ﻟﺴ‬‫ﺍ‬
‫ﺪﻻﺕ‬‫ﻌ‬‫ﻣ‬
‫ﺍﺕﻭ‬ ‫ﻮ‬
‫ﻨ‬‫ﻘ‬‫ﻟ‬
‫ﺍ‬‫ﺮ‬‫ﺒ‬
‫ﻳﻞﻋ‬‫ﻮ‬‫ﺘﺤ‬
‫ﻟ‬‫ﺍ‬‫ﺪﻻﺕ‬‫ﻌ‬‫ﻠﻰﻣ‬
‫ﺮﻋ‬‫ﻴ‬‫ﺒ‬
‫ﻜﻞﻛ‬‫ﺑﺸ‬Omnichannel‫ﺰ‬‫ﻛ‬‫ﺮ‬
‫ﻳ‬
‫ﺭ‬‫ﺍ‬
‫ﺮ‬‫ﺀﻗ‬‫ﺍ‬
‫ﺭ‬‫ﺎﺕﻭ‬
‫ﻴ‬‫ﻛ‬‫ﻮ‬
‫ﻠ‬‫ﻟﺴ‬‫ﺍ‬/‫ﺎﻁ‬
‫ﻤ‬‫ﻧ‬‫ﺍﻷ‬
‫ﻴﻦﻭ‬‫ﻳ‬
‫ﺩ‬‫ﺎ‬‫ﻤ‬
‫ﻟ‬‫ﺍ‬‫ﻴﻦ‬
‫ﻤ‬‫ﺎﻫ‬
‫ﻤﺴ‬‫ﻟ‬
‫ﺍ‬‫ﻊ‬‫ﺒ‬
‫ﺘ‬‫ﻴﻦﺗ‬
‫ﻗ‬‫ﻮ‬‫ﻤﺴ‬
‫ﻠ‬‫ﻟ‬‫ﻟﻚ‬‫ﻴﺢﺫ‬‫ﺘ‬
‫ﻴﺚﻳ‬ ‫ﺣ‬
.‫ﺀ‬‫ﺍ‬
‫ﺮ‬‫ﻟﺸ‬
‫ﺍ‬

Loy
aly‫ﺀ‬
t ‫ﻮﻻ‬
‫ﻟ‬‫ﺍ‬
Loyal
tycor
respondsbroadl
ywit
htheconsumpt
ionandpost
-pur
chase
eval
uati
onstagesofthesal
escycl
e.

.
‫ﺎﺕ‬‫ﻌ‬
‫ﻴ‬‫ﺒ‬‫ﻤ‬
‫ﻟ‬‫ﺍ‬‫ﺓ‬
‫ﺭ‬‫ﻭ‬‫ﺪ‬
‫ﻟ‬‫ﺀ‬‫ﺍ‬
‫ﺮ‬‫ﻟﺸ‬
‫ﺍ‬‫ﺪ‬‫ﻌ‬
‫ﺎﺑ‬‫ﻣ‬
‫ﻬﻼﻙﻭ‬
‫ﺘ‬‫ﺍﻻﺳ‬
‫ﻴﻢ‬‫ﻴ‬
‫ﻘ‬‫ﺍﺣﻞﺗ‬
‫ﺮ‬‫ﻊﻣ‬
‫ﻡﻣ‬‫ﺎ‬
‫ﻜﻞﻋ‬
‫ﺀﺑﺸ‬
‫ﻮﻻ‬‫ﻟ‬
‫ﺍ‬‫ﻓﻖ‬
‫ﺍ‬‫ﻮ‬‫ﺘ‬
‫ﻳ‬
Fr
om achannel
per
spect
ive,
twoKPI
sar
erel
evant
.

 Advocacy–Thisisameasur eofcustomersat
isf
acti
onthati
sscored
thr
oughtherati
ngsofcust
omer seit
herthr
oughpropri
etar
ychannel
sor
thr
oughbroadersoci
almedia.

 Channel
rev
isi
trat
eorfr
equency–Thisi
ndicat
est
heappet
it
eof
cust
omerstoi
nter
actwi
thaparti
cul
archannel
.

‫ﺎ‬
‫ﻣ‬‫ﺀﺇ‬‫ﻤﻼ‬
‫ﻌ‬‫ﻟ‬‫ﺍ‬
‫ﺎﺕ‬‫ﻤ‬‫ﻴ‬
‫ﻴ‬‫ﻘ‬‫ﻪﻣﻦﺧﻼﻝﺗ‬‫ﻠ‬‫ﻴ‬‫ﺘﻢﺗﺴﺠ‬
‫ﺀﻳ‬‫ﻤﻼ‬
‫ﻌ‬‫ﻟ‬‫ﺍ‬
‫ﺎ‬‫ﺮﺿ‬‫ﻟ‬‫ﺎﺱ‬‫ﻴ‬
‫ﻘ‬‫ﺍﻣ‬‫ﺬ‬‫ﻫ‬-‫ﺪ‬
‫ﻴ‬‫ﻳ‬‫ﺄ‬
‫ﺘ‬‫ﻟ‬
‫ﺍ‬
.
‫ﻊ‬‫ﻭﺳ‬‫ﺍﻷ‬‫ﺎﻋﻲ‬
‫ﻤ‬‫ﺘ‬‫ﺍﻻﺟ‬‫ﺍﺻﻞ‬
‫ﻮ‬‫ﺘ‬‫ﻟ‬
‫ﺍ‬‫ﺋﻞ‬‫ﺎ‬
‫ﻭﻣﻦﺧﻼﻝﻭﺳ‬ ‫ﺃ‬‫ﺔ‬
‫ﻴ‬‫ﻜ‬‫ﻠ‬
‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺍﺕ‬‫ﻮ‬
‫ﻨ‬‫ﻣﻦﺧﻼﻝﻗ‬

‫ﻊ‬
‫ﺎﻋﻞﻣ‬
‫ﻔ‬‫ﺘ‬‫ﻟ‬
‫ﺍ‬‫ﺀﻓﻲ‬
‫ﻤﻼ‬‫ﻌ‬
‫ﻟ‬‫ﺍ‬‫ﺔ‬
‫ﺒ‬‫ﻟﻰﺭﻏ‬
‫ﺍﺇ‬
‫ﺬ‬‫ﺮﻫ‬
‫ﻴ‬‫ﻳﺸ‬-‫ﺓ‬
‫ﺎ‬‫ﻨ‬
‫ﻘ‬‫ﻟ‬
‫ﺍ‬‫ﺓ‬‫ﺭ‬
‫ﺎ‬‫ﻳ‬
‫ﺓﺯ‬‫ﺩ‬
‫ﺎ‬‫ﺩﺇﻋ‬
‫ﺩ‬‫ﺮ‬‫ﻭﺗ‬‫ﺃ‬‫ﺪﻝ‬‫ﻌ‬
‫ﻣ‬
.‫ﺔ‬‫ﻨ‬
‫ﻴ‬‫ﻌ‬‫ﺓﻣ‬
‫ﺎ‬‫ﻨ‬
‫ﻗ‬

Cust
omerJour
neyModel
s
‫ﻴﻞ‬
‫ﻤ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﻠ‬
‫ﺫﺝﺭﺣ‬
‫ﺎ‬‫ﻤ‬‫ﻧ‬
Banksmustbeabletosegmenttheircust
omersaccordingtothei
rpref
err
ed
productandbanki
nghabit
saswellaschannelpr
eferences.Theyal
soneedto
adoptasteeri
ngmodelthatr
ecogni
zescustomerpreferencesandhowthose
prefer
encescanbestbemet.

‫ﻬﻢ‬‫ﺗ‬
‫ﺎ‬‫ﺘﺠ‬‫ﻨ‬
‫ﻣ‬‫ﺔﻭ‬‫ﻴ‬‫ﻓ‬
‫ﺮ‬‫ﻤﺼ‬‫ﻟ‬
‫ﺍ‬‫ﻬﻢ‬‫ﺗ‬
‫ﺍ‬‫ﺩ‬
‫ﺎ‬‫ﻌ‬‫ﻟ‬
‫ﺎ‬ً
‫ﻘ‬‫ﻓ‬
‫ﻋﻼﺎﻭ‬
‫ﻬ‬‫ﻴﻢ ﻤﺋ‬‫ﻘﺴ‬‫ﻠﻰﺗ‬‫ﺓﻋ‬‫ﺭ‬‫ﺩ‬
‫ﺎ‬‫ﻮﻙﻗ‬‫ﻨ‬
‫ﺒ‬‫ﻟ‬
‫ﺍ‬‫ﻮﻥ‬‫ﻜ‬
‫ﺃﻥﺗ‬ ‫ﻳﺠﺐ‬
‫ﻬﻲ‬‫ﻴ‬‫ﻮﺟ‬‫ﺫﺝﺗ‬
‫ﻮ‬‫ﻤ‬‫ﺩﻧ‬
‫ﺎ‬‫ﻤ‬‫ﺘ‬
‫ﺍﻋ‬‫ﻟﻰ‬
‫ﺎﺇ‬ً‫ﻳ‬
‫ﻀ‬ ‫ﺃ‬‫ﻮﻥ‬‫ﺎﺟ‬
‫ﺘ‬‫ﻳﺤ‬.
‫ﺓ‬‫ﺎ‬‫ﻨ‬
‫ﻘ‬‫ﻟ‬‫ﺍ‬
‫ﻴﻼﺕ‬ ‫ﻔﻀ‬‫ﻟﻰﺗ‬
‫ﺔﺇ‬‫ﻓ‬‫ﺎ‬
‫ﺎﻹﺿ‬‫ﺔﺑ‬‫ﻠ‬
‫ﻔﻀ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬
.
‫ﻪ‬‫ﻓﻀﻞﻭﺟ‬‫ﺃ‬‫ﻠﻰ‬‫ﻴﻼﺕﻋ‬‫ﻔﻀ‬‫ﺘ‬‫ﻟ‬
‫ﺍ‬‫ﻩ‬‫ﺬ‬
‫ﺔﻫ‬‫ﻴ‬‫ﺒ‬‫ﻠ‬
‫ﻜﻦﺗ‬‫ﻤ‬‫ﻴﻒﻳ‬‫ﻛ‬‫ﺀﻭ‬‫ﻤﻼ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﻴﻼﺕ‬‫ﻔﻀ‬‫ﺘ‬‫ﺮﻑﺑ‬‫ﺘ‬
‫ﻌ‬‫ﻳ‬
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‫ﺀ‬‫ﻤﻼ‬‫ﻌ‬
‫ﻟ‬‫ﺍ‬‫ﻴﻢﺭﺣﻼﺕ‬‫ﻤ‬‫ﻠﻰﺗﺼ‬‫ﺓﻋ‬
‫ﺭ‬‫ﺩ‬‫ﺎ‬
‫"ﻗ‬‫ﻪ‬‫ﻴ‬‫ﻮﺟ‬‫ﺘ‬‫ﻟ‬
‫ﺍ‬‫ﺫﺝ‬‫ﻮ‬‫ﻤ‬
‫ﻧ‬‫"ﻭ"‬‫ﺔ‬
‫ﺋ‬‫ﺰ‬‫ﺘﺠ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﻴ‬
‫ﻠ‬‫ﻤ‬‫ﻮﻥ"ﻋ‬‫ﻜ‬‫ﺃﻥﺗ‬‫ﻳﺠﺐ‬
‫ﻴﺢ‬
‫ﻮﺿ‬ ‫ﺘ‬‫ﻟ‬
‫ﺔ‬‫ﻓ‬‫ﻮ‬‫ﻔ‬‫ﻡﻣﺼ‬‫ﺍ‬
‫ﺪ‬‫ﺘﺨ‬‫ﺍﺳ‬‫ﺎ‬
‫ﻨ‬‫ﻨ‬
‫ﻜ‬‫ﻤ‬‫‪.‬ﻳ‬
‫ﺔ‬‫ﻠ‬
‫ﻔﻀ‬ ‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﻴﻢ‬‫ﻠ‬
‫ﺘﺴ‬‫ﻟ‬
‫ﺍ‬‫ﺓ‬‫ﺎ‬
‫ﻨ‬‫ﻗ‬
‫ﺘﺞﻭ‬ ‫ﻨ‬
‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﻠ‬‫ﺮﺣ‬‫ﻜﻞﻣﻦﻣ‬ ‫ﻟ‬
‫ﺎ‬‫ً‬
‫ﻘ‬‫ﻓ‬
‫ﻭ‬
‫‪.‬‬‫ﺪﻱ‬‫ﺎﻋ‬
‫ﻘ‬‫ﺎﺵﺗ‬‫ﻌ‬
‫ﺘﺞﻣ‬‫ﻨ‬‫ﺎﺕﻣ‬‫ﻌ‬‫ﻴ‬
‫ﺒ‬‫ﺓﻣ‬‫ﺭ‬‫ﻭ‬‫ﺪ‬
‫ﻟ‬‫ﺔ‬‫ﻔ‬‫ﻠ‬‫ﺘ‬
‫ﻤﺨ‬‫ﻟ‬‫ﺍ‬
‫ﺍﺣﻞ‬‫ﺮ‬‫ﻤ‬
‫ﻟ‬‫ﺍ‬‫ﺮ‬
‫ﺒ‬‫ﺔﻋ‬‫ﻴ‬‫ﺍﺿ‬‫ﺮ‬‫ﺘ‬
‫ﻓ‬‫ﺍ‬‫ﻴﻞ‬‫ﻤ‬‫ﺔﻋ‬‫ﻠ‬
‫ﺭﺣ‬

‫‪West‬‬‫‪ar‬‬‫‪twi‬‬‫‪t‬‬
‫‪ht‬‬‫’‪hebank‬‬
‫‪sMar‬‬ ‫‪ket‬‬
‫‪i‬‬‫‪ngdepar‬‬
‫‪t‬‬‫‪mentsendi‬‬
‫‪ngoutemai‬‬‫‪l‬‬
‫‪st‬‬‫‪o‬‬
‫‪hel‬‬
‫‪psel‬‬‫‪f‬‬‫‪-‬‬
‫‪empl‬‬‫‪oy‬‬
‫‪edi‬‬‫‪ndi‬‬
‫‪v‬‬‫‪i‬‬‫‪dual‬‬
‫‪sr‬‬‫‪ecogni‬‬
‫‪zet‬‬‫‪heneedt‬‬‫‪ost‬‬‫‪ar‬‬
‫‪tapensi‬‬
‫‪on‬‬
‫‪ear‬‬
‫‪l‬‬‫‪y‬‬‫‪.‬‬

‫ﻬﻢ‬
‫ﺑ‬‫ﺎ‬
‫ﻟﺤﺴ‬
‫ﻴﻦ‬‫ﻠ‬
‫ﻣ‬‫ﺎ‬
‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﺓ‬‫ﺪ‬
‫ﺎﻋ‬‫ﻤﺴ‬
‫ﻟ‬‫ﻧﻲ‬
‫ﻭ‬‫ﺮ‬‫ﺘ‬
‫ﻜ‬‫ﻟ‬‫ﺪﺇ‬
‫ﻳ‬‫ﺮ‬‫ﺋﻞﺑ‬
‫ﺎ‬‫ﻨﻚﺭﺳ‬‫ﺒ‬
‫ﻟ‬‫ﺍ‬
‫ﻳﻖﻓﻲ‬‫ﻮ‬‫ﺘﺴ‬
‫ﻟ‬‫ﺍ‬‫ﺎﻝﻗﺴﻢ‬
‫ﺭﺳ‬‫ﺈ‬
‫ﺃﺑ‬‫ﺪ‬
‫ﺒ‬‫ﻧ‬
‫‪.‬‬
‫ﺍ‬
‫ً‬
‫ﺮ‬‫ﻜ‬‫ﺒ‬
‫ﺪﻱﻣ‬ ‫ﺎﻋ‬
‫ﻘ‬‫ﺎﺵﺗ‬‫ﻌ‬‫ﺀﻣ‬
‫ﺪ‬‫ﻟﻰﺑ‬‫ﺔﺇ‬
‫ﺎﺟ‬‫ﻟﺤ‬
‫ﺍ‬‫ﺍﻙ‬‫ﺭ‬
‫ﺩ‬‫ﻠﻰﺇ‬
‫ﺎ ﺹﻋ‬
‫ﻟﺨ‬‫ﺍ‬
‫‪Hav‬‬‫‪i‬‬
‫‪ngr‬‬
‫‪ecogni‬‬
‫‪zedt‬‬
‫‪heneed,‬‬
‫‪ani‬‬‫‪ndi‬‬
‫‪v‬‬‫‪i‬‬‫‪dual‬‬
‫‪wi‬‬‫‪l‬‬‫‪l‬‬
‫‪consul‬‬‫‪tt‬‬‫’‪hebank‬‬
‫‪swebsi‬‬
‫‪t‬‬‫‪et‬‬
‫‪o‬‬
‫‪sear‬‬
‫‪chf‬‬
‫‪ori‬‬
‫‪nf‬‬‫‪or‬‬
‫‪mat‬‬‫‪i‬‬
‫‪onont‬‬‫’‪hebank‬‬
‫‪spensi‬‬‫‪onpr‬‬‫‪oduct‬‬‫‪s.‬‬

‫ﻮﻝ‬
‫ﺎﺕﺣ‬
‫ﻣ‬‫ﻮ‬‫ﻠ‬
‫ﻌ‬‫ﺒﺤﺚﻋﻦﻣ‬
‫ﻠ‬‫ﻟ‬
‫ﻨﻚ‬‫ﺒ‬
‫ﻟ‬‫ﺍ‬
‫ﻊ‬‫ﻗ‬‫ﻮ‬
‫ﻟﻰﻣ‬
‫ﻮﻉﺇ‬
‫ﺮﺟ‬‫ﻟ‬
‫ﺎ‬‫ﺩﺑ‬
‫ﺮ‬‫ﻔ‬‫ﻟ‬
‫ﺍ‬‫ﻡ‬‫ﻮ‬‫ﻘ‬
‫ﻴ‬‫‪،‬ﺳ‬‫ﺔ‬‫ﺎﺟ‬
‫ﻟﺤ‬‫ﺍ‬‫ﺍﻙ‬
‫ﺭ‬‫ﺩ‬‫ﺪﺇ‬
‫ﻌ‬‫ﺑ‬
‫‪.‬‬
‫ﻨﻚ‬‫ﺒ‬‫ﻠ‬
‫ﻟ‬‫ﺔ‬‫ﻳ‬
‫ﺪ‬‫ﺎﻋ‬
‫ﻘ‬‫ﺘ‬‫ﻟ‬
‫ﺍ‬‫ﺎﺕ‬
‫ﺎﺷ‬‫ﻌ‬
‫ﻤ‬‫ﻟ‬‫ﺍ‬‫ﺎﺕ‬
‫ﺘﺠ‬‫ﻨ‬‫ﻣ‬
‫‪Shoul‬‬‫‪dt‬‬‫‪hei‬‬
‫‪ndi‬‬
‫‪v‬‬‫‪i‬‬‫‪dual‬‬‫‪wi‬‬‫‪sht‬‬
‫‪opr‬‬‫‪oceedf‬‬‫‪ur‬‬‫‪t‬‬
‫‪her‬‬
‫‪,‬‬‫‪t‬‬‫‪heymi‬‬
‫‪ghtappl‬‬
‫‪yf‬‬‫‪ora‬‬
‫‪pr‬‬‫‪epur‬‬
‫‪chaseev‬‬‫‪al‬‬‫‪uat‬‬
‫‪i‬‬‫‪onwhi‬‬
‫‪chcani‬‬‫‪nv‬‬‫‪ol‬‬‫‪v‬‬
‫‪eav‬‬ ‫‪i‬‬
‫‪deocal‬‬
‫‪l‬‬‫‪wi‬‬‫‪t‬‬
‫‪hanadv‬‬‫‪i‬‬‫‪sert‬‬
‫‪o‬‬
‫‪compar‬‬‫‪ef‬‬‫‪eat‬‬
‫‪ur‬‬‫‪es.‬‬

‫ﺀ‬
‫ﺍ‬‫ﺮ‬‫ﻟﺸ‬
‫ﺍ‬‫ﺒﻞ‬
‫ﺎﻗ‬‫ﻴﻢﻣ‬
‫ﻴ‬‫ﻘ‬‫ﻠﻰﺗ‬
‫ﻮﻝﻋ‬ ‫ﻠﺤﺼ‬‫ﻟ‬‫ﻠﺐ‬‫ﻡﺑﻄ‬
‫ﺪ‬‫ﻘ‬‫ﺘ‬
‫ﺪﻳ‬‫ﻘ‬‫‪،‬ﻓ‬‫ﺎ‬
‫ً‬
‫ﻣ‬‫ﺪ‬‫ﻤﻀﻲﻗ‬
‫ﻟ‬‫ﺍ‬‫ﺩﻓﻲ‬‫ﺮ‬‫ﻔ‬
‫ﻟ‬‫ﺍ‬‫ﺍﺭﻏﺐ‬
‫ﺫ‬‫ﺇ‬
‫‪.‬‬‫ﺍﺕ‬‫ﺰ‬
‫ﻴ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﺔ‬‫ﻧ‬‫ﺭ‬
‫ﺎ‬‫ﻘ‬‫ﻤ‬
‫ﻟ‬‫ﺭ‬‫ﺎ‬
‫ﺘﺸ‬‫ﻊﻣﺴ‬‫ﻮﻣ‬‫ﻳ‬
‫ﺪ‬‫ﻴ‬‫ﺔﻓ‬‫ﻤ‬‫ﻟ‬
‫ﺎ‬
‫ﻜ‬‫ﻤﻦﻣ‬
‫ﺘﻀ‬ ‫ﺃﻥﻳ‬
‫ﻜﻦ‬‫ﻤ‬‫ﺬﻱﻳ‬‫ﻟ‬
‫ﺍ‬
‫ﻭ‬
‫‪Assumi‬‬‫‪ngt‬‬‫‪hei‬‬
‫‪ndi‬‬‫‪v‬‬‫‪i‬‬
‫‪dual‬‬
‫‪i‬‬‫‪shappyt‬‬‫‪opur‬‬
‫‪chaset‬‬‫‪hepensi‬‬
‫‪onpr‬‬‫‪oduct‬‬‫‪,‬‬
‫‪t‬‬‫‪heymi‬‬‫‪ght‬‬
‫‪ber‬‬‫‪equi‬‬
‫‪r‬‬‫‪edt‬‬‫‪oat‬‬
‫‪t‬‬‫‪endani‬‬‫‪n-‬‬
‫‪per‬‬‫‪sonsi‬‬
‫‪gni‬‬
‫‪ngoft‬‬‫‪hedocument‬‬‫‪at‬‬
‫‪i‬‬‫‪oni‬‬‫‪nbr‬‬‫‪anch‬‬

‫ﺭ‬
‫ﻮ‬‫ﻪﺣﻀ‬
‫ﻨ‬‫ﻠﺐﻣ‬
‫ﻳﻄ‬
‫ﺪُ‬‫ﻘ‬
‫‪،‬ﻓ‬‫ﺔ‬
‫ﻳ‬‫ﺪ‬‫ﺎﻋ‬
‫ﻘ‬‫ﺘ‬‫ﻟ‬
‫ﺍ‬‫ﺎﺕ‬
‫ﺎﺷ‬‫ﻌ‬‫ﻤ‬
‫ﻟ‬‫ﺍ‬‫ﺘﺞ‬‫ﻨ‬
‫ﺀﻣ‬‫ﺍ‬
‫ﺮ‬‫ﺪﺑﺸ‬‫ﻴ‬
‫ﻌ‬‫ﺩﺳ‬
‫ﺮ‬‫ﻔ‬‫ﻟ‬
‫ﺍ‬‫ﺃﻥ‬
‫ﺍﺽ‬‫ﺮ‬
‫ﺘ‬‫ﻓ‬‫ﺎ‬
‫ﺑ‬
‫ﺮﻉ‬
‫ﻔ‬‫ﻟ‬‫ﺍ‬‫ﺍﺕﻓﻲ‬
‫ﺪ‬‫ﻨ‬‫ﺘ‬
‫ﻤﺴ‬‫ﻟ‬
‫ﺍ‬‫ﻠﻰ‬
‫ﻊﺷﺨﺼﻲﻋ‬‫ﻴ‬‫ﻗ‬
‫ﻮ‬‫ﺗ‬
‫‪Ov‬‬‫‪ert‬‬‫‪i‬‬
‫‪me,‬‬‫‪t‬‬‫‪hei‬‬
‫‪ndi‬‬
‫‪v‬‬‫‪i‬‬
‫‪dual‬‬‫‪mi‬‬ ‫‪ghtwantt‬‬
‫‪ot‬‬‫‪opupt‬‬‫‪hei‬‬‫‪rpensi‬‬
‫‪onwhi‬‬‫‪chcani‬‬‫‪nv‬‬
‫‪ol‬‬‫‪v‬‬
‫‪e‬‬
‫‪maki‬‬‫‪ngsi‬‬
‫‪ngl‬‬‫‪epr‬‬
‫‪emi‬‬‫‪um i‬‬
‫‪nj‬‬‫‪ect‬‬‫‪i‬‬
‫‪onst‬‬‫‪hr‬‬
‫‪ought‬‬‫’‪hebank‬‬‫‪sonl‬‬
‫‪i‬‬‫‪nebanki‬‬
‫‪ng.‬‬

‫ﺀ‬
‫ﺍ‬‫ﺮ‬‫ﻤﻞﺇﺟ‬
‫ﺃﻥﻳﺸ‬
‫ﻜﻦ‬‫ﻤ‬‫ﺬﻱﻳ‬‫ﻟ‬
‫ﺍ‬‫ﺪﻱﻭ‬ ‫ﺎﻋ‬
‫ﻘ‬‫ﺘ‬‫ﻟ‬
‫ﺍ‬‫ﻪ‬‫ﺎﺷ‬
‫ﻌ‬‫ﺓﻣ‬‫ﺩ‬
‫ﺎ‬‫ﻳ‬‫ﺩﻓﻲﺯ‬‫ﺮ‬
‫ﻔ‬‫ﻟ‬‫ﺍ‬‫ﺮﻏﺐ‬
‫ﺪﻳ‬‫‪،‬ﻗ‬
‫ﻗﺖ‬‫ﻮ‬‫ﻟ‬
‫ﺍ‬‫ﺭ‬‫ﻭ‬
‫ﺮ‬‫ﻤ‬‫ﺑ‬
‫‪.‬‬
‫ﻨﻚ‬‫ﺒ‬
‫ﻠ‬‫ﻟ‬
‫ﻧﺖ‬ ‫ﺮ‬
‫ﺘ‬‫ﻧ‬‫ﺍﻹ‬‫ﺮ‬‫ﺒ‬
‫ﺔﻋ‬ ‫ﻴ‬
‫ﻓ‬‫ﺮ‬‫ﻤﺼ‬
‫ﻟ‬‫ﺍ‬‫ﺎﺕ‬‫ﻣ‬‫ﺪ‬
‫ﻟﺨ‬‫ﺍ‬‫ﺪﻣﻦﺧﻼﻝ‬‫ﺍﺣ‬
‫ﻘﻦﻗﺴﻂﻭ‬‫ﺣ‬
‫‪Fi‬‬
‫‪nal‬‬
‫‪l‬‬‫‪y‬‬
‫‪,‬‬‫‪t‬‬‫‪oensur‬‬‫‪et‬‬‫‪hef‬‬‫‪undi‬‬‫‪saccumul‬‬‫‪at‬‬
‫‪i‬‬‫‪ngaspl‬‬
‫‪anned,‬‬
‫‪t‬‬‫‪hei‬‬‫‪ndi‬‬
‫‪v‬‬‫‪i‬‬
‫‪dual‬‬
‫‪mi‬‬‫‪ght‬‬
‫‪wantt‬‬
‫‪ot‬‬‫‪r‬‬‫‪ackt‬‬‫‪hei‬‬
‫‪rpensi‬‬‫‪onf‬‬‫‪undper‬‬
‫‪f‬‬‫‪or‬‬‫‪manceonadedi‬‬‫‪cat‬‬
‫‪edapp.‬‬

‫ﺀ‬
‫ﺍ‬‫ﺩ‬‫ﺃ‬
‫ﻊ‬‫ﺒ‬‫ﺘ‬
‫ﺩﻓﻲﺗ‬
‫ﺮ‬‫ﻔ‬‫ﻟ‬
‫ﺍ‬‫ﺮﻏﺐ‬
‫ﺪﻳ‬‫ﻟ‪،‬ﻗ‬
‫ﻮﻣﺨﻄﻂﻪ‬‫ﺎﻫ‬‫ﻤ‬
‫ﻭﻕﻛ‬‫ﺪ‬
‫ﻨ‬‫ﻟﺼ‬
‫ﺍ‬‫ﻛﻢ‬‫ﺍ‬‫ﺮ‬
‫ﺎﻥﺗ‬
‫ﻤ‬‫ﻟﻀ‬ ‫‪،‬‬
‫ﺍ‬‫ً‬
‫ﺮ‬‫ﻴ‬
‫ﺃﺧ‬
‫‪.‬‬
‫ﻴﻖﻣﺨﺼ ﺺ‬
‫ﺒ‬‫ﻠﻰﺗﻄ‬
‫ﺔﻋ‬‫ﻳ‬
‫ﺪ‬‫ﺎﻋ‬
‫ﻘ‬‫ﺘ‬‫ﻟ‬
‫ﺍ‬‫ﺎﺕ‬‫ﺎﺷ‬
‫ﻌ‬‫ﻤ‬‫ﻟ‬
‫ﺍ‬‫ﻭﻕ‬‫ﺪ‬‫ﻨ‬
‫ﺻ‬
‫‪Thi‬‬
‫‪si‬‬‫‪l‬‬
‫‪l‬‬
‫‪ust‬‬
‫‪r‬‬‫‪at‬‬
‫‪esj‬‬‫‪ustonepossi‬‬
‫‪bl‬‬‫‪ecust‬‬‫‪omerj‬‬
‫‪our‬‬‫‪neyandhowt‬‬
‫‪hebankmi‬‬‫‪ght‬‬
‫‪meett‬‬
‫‪hecust‬‬
‫‪omer‬‬ ‫’‬
‫‪sexpect‬‬
‫‪at‬‬‫‪i‬‬
‫‪onsal‬‬‫‪ongt‬‬‫‪heway‬‬‫ﺓ‪.‬‬‫ﺪ‬‫ﺍﺣ‬‫ﻴﻞﻭ‬‫ﻤ‬
‫ﺔﻋ‬‫ﻠ‬‫ﺍﺭﺣ‬‫ﺬ‬
‫ﻮﺿﺢﻫ‬ ‫ﻳ‬
‫ﻳﻖ‬
‫ﺮ‬‫ﻟﻄ‬
‫ﺍ‬‫ﻮﻝ‬
‫ﻠﻰﻃ‬
‫ﻴﻞﻋ‬
‫ﻤ‬‫ﻌ‬‫ﻟ‬
‫ﺍ‬‫ﺎﺕ‬
‫ﻌ‬‫ﻗ‬‫ﻮ‬
‫ﺔﺗ‬‫ﻴ‬
‫ﺒ‬‫ﻠ‬
‫ﻨﻚﺗ‬
‫ﺒ‬‫ﻠ‬
‫ﻟ‬‫ﻜﻦ‬
‫ﻤ‬‫ﻴﻒﻳ‬
‫ﻛ‬‫ﺔﻭ‬
‫ﻨ‬‫ﻜ‬‫ﻤ‬
‫ﻣ‬‫‪.‬‬