United Arab EmiratesFinance and insurance2020 – ongoingMashreqbank
MoEngage Sherpa customer engagement
MoEngage reported a 50% increase in Mashreq Neo click-through rates with AI-assisted personalisation
Problem
Mashreq Neo lost customers during onboarding and struggled to increase use of banking services. Customer information was fragmented across channels.
Approach
The bank used MoEngage to analyse customer behaviour and coordinate communications. Sherpa used previous message performance to optimise targeting. The team personalised push notifications and built workflows around points where customers abandoned onboarding.
Results
Takeaway
The reported improvement covered personalised campaigns; the contribution of AI alone was not measured separately.
Categories
- Industry
- Finance and insurance
- Business function
- Marketing and sales
- Innovation type
- Process innovation
- Adoption
- Vendor solution
- Evidence
- Vendor case study
Sources
Source summaries
MoEngage described behavioural targeting and coordinated banking campaigns. It attributed a 50% increase in click-through rates to personalised push notifications.
The award announcement identified Mashreq Neo and MoEngage's Sherpa collaboration. It confirmed AI-supported customer engagement was already operating in 2020.
Full details are in the original sources.
