YES Bank has deployed IBM’s MobileFirst platform to support its move into retail banking and the digital payments sector by offering new mobile apps and services that create more personalized and rewarding customer relationships. The bank, which has more than one million customers along with a widespread branch network and 1200 ATMs, plans to increase its customer base to nearly five million over the next five years and has adopted a ‘DIGICAL – Digital +Physical’ strategy consisting of a blend of offline and online channels leveraging innovation and technology. The bank selected the MobileFirst platform to enable it to offer secure, innovative apps that improve customers’ banking experiences while enabling them to migrate from high cost touch points such as completing transactions in the bank branch to more personalized digital banking service. YES Bank has been able to reduce time to market for its apps by 60%, which is especially important as it plans to scale the number of banking apps being offered across its various retail and commercial banking segments. Ritesh Pai, senior president and country head, DIgital Banking of the bank said the partnership with IBM is a pivotal development in designing intelligent middleware, CRM and mobile enterprise applications to boost customer experience, provide deeper engagement and significantly reduce the time and cost of service. Hitesh Shah, director, Software Segment of IBM, said the company has deep experience in this space, helping organizations like the bank to map out mobile-driven customer journeys and build long time loyalty.
