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HSBC chooses Dubai for world’s first digital branch

The branch combines self-service with on-demand customer care


Promising 80 percent digital interaction via self-serve journeys, HSBC UAE has unveiled its digital banking experience innovation, which is the first of its kind for HSBC globally, via a customer service unit (CSU) in Dubai’s Mirdiff City Center mall.

With the digital twist, the CSU has been upgraded to provide a mix of technology-enhanced and in-person advisory services that combine self-service with on-demand customer care.

The new digital branch design enables customers to perform most of the typical banking tasks that they would in a traditional CSU, using tablets, smartphones, digital touchscreens, and interactive digital workstations.

In the paper-free environment, service staff are equipped with customized smart watches to alert them when a customer needs help, with requests activated by SMS.

By using tablets and touchscreens to fill out digital e-forms, customers can open a new account and apply for a credit card instantly. Any signatures required are recorded digitally on tablets, and the relationship managers are available via video-conference.

At self-serve kiosks, customers can instantly emboss and print their HSBC debit and credit cards and check books.




Dubai FDI