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Mastek delivered an integrated Oracle CX & Marketing Cloud transformation for a leading universal bank in Jordan

Banks and financial institutions across the Middle East face growing pressure to modernise customer engagement, sales operations, and marketing capabilities as digital expectations rise and competition intensifies from both traditional banks and fintech disruptors. Manual processes and fragmented systems can no longer support the speed, personalisation, and accountability that modern banking customers and regulators demand. A top-tier universal bank in Jordan – one of the country’s leading commercial and investment banking institutions – needed to replace disconnected sales, service, and marketing operations with an integrated, automation-ready CX platform. Mastek was selected as the implementation partner to deploy Oracle Fusion Sales Cloud, Oracle Fusion Marketing Cloud, and Oracle Integration Cloud Service across the bank’s CX and technical teams.

Industry

Financial Services (Banking, BFSI)

Geography

AMEA - Jordan

Service Line

Oracle Cloud & Enterprise Services - Oracle CX and Marketing Cloud

Technology Stack

Oracle Fusion Sales Cloud, Oracle Fusion Marketing Cloud, OIC, VBCS

Learn More
Oracle Cloud

Client Snapshot

A leading universal bank in Jordan, operating since 1995, offering the Jordanian market a comprehensive set of commercial and investment banking services and solutions tailored to the needs of retail and corporate clients alike. The bank operates across a wide range of product lines including retail banking, corporate finance, treasury, and wealth management. It employs between 1,000 and 1,500 people and generates annual revenues exceeding USD 300 million, holding a prominent position among Jordan’s top private financial institutions. Several institutional investors and strategic partners reinforce its standing as one of Jordan’s most credible and well-capitalised banking groups.

AI Use Case

Challenge

The bank was scaling rapidly across retail and corporate segments – but critical gaps in its customer engagement and sales infrastructure were quietly limiting its growth velocity. The absence of a core CRM system left sales, service, and marketing operations fragmented – making it impossible to track agent performance, manage leads systematically, or coordinate marketing campaigns with sales outcomes. Contact centre agents lacked visibility into customer histories and had no automated escalation or assignment protocols, creating inconsistent service experiences. Lead prioritisation was entirely manual, with no scoring or routing logic, resulting in missed revenue opportunities and unqualified prospects consuming front-line sales capacity. The combined effect: reactive instead of proactive customer management, fragile service accountability, and a CX function that could not keep pace with the bank’s growth ambitions.

Pain Point

  • Unavailability of a core CRM system to manage sales, service, and marketing
  • Difficulty tracking performance of sales and contact centre agents
  • Lack of automation for lead prioritisation
  • Absence of an integrated system to assign scores to leads
  • Disconnected ERP, sales, and marketing workflows

Business Impact

  • Fragmented operations with no unified view of customer interactions
  • Inconsistent service delivery and lack of accountability
  • Missed revenue opportunities and slow response to high-value prospects
  • Unqualified leads consuming sales capacity; poor pipeline visibility
  • Misaligned campaigns, lost cross-sell opportunities, fragmented customer journeys

Solution

Framing

Mastek mapped the bank’s manual processes end-to-end and designed an integrated Oracle Cloud architecture spanning Sales, Marketing, Integration, and Visual Builder – with lead management, agent automation, and BFSI-specific service workflows built in, not bolted on.

Key Components Delivered

  • Integrated CRM on Oracle Fusion Sales Cloud - replaced fragmented sales tracking with a unified platform managing the full sales lifecycle - from lead capture through opportunity management to customer conversion - giving sales teams a single workspace with real-time pipeline visibility.
  • Automated lead scoring and dynamic assignment - Oracle Fusion Sales Cloud’s lead scoring engine was configured to qualify, score, and dynamically assign leads to the right agents based on value and product type, eliminating manual prioritisation and ensuring high-value prospects receive immediate attention.
  • Oracle Fusion Marketing Cloud - enabled targeted campaign management and closed the loop between marketing activities and sales outcomes, giving the bank a 360-degree view of each customer and supporting better revenue generation across retail and corporate segments.
  • SLA-based agent management via Oracle Integration Cloud (OIC) - automated escalation and assignment protocols ensure that service requests are routed, tracked, and resolved within defined SLA thresholds, with automated vacation rules managing agent availability and queue management at scale.
  • Visual Builder Cloud Service (VBCS) - custom-built interfaces and extensions tailored to the bank’s specific operational workflows, extending Oracle’s out-of-the-box capabilities without compromising platform integrity.
  • Customer 360 view - unified data across sales, service, and marketing into a single customer profile, enabling agents and relationship managers to engage with full context across every interaction and channel.
  • Adoption-led delivery - structured CX platform training, wave-based change management, and Mastek-Oracle co-engineering ensured real adoption across the bank’s CX and technical teams from go-live.

Outcome of the Build

The result is a fully integrated, automated, and scalable CX and marketing platform – one system across sales, service, marketing, and integration – that gives the bank real-time visibility into agent performance, customer journeys, and campaign effectiveness, with the automation layer to act on that intelligence at speed.

Impact

Quantified and Strategic Outcomes

70%

Increase in system capabilities for performance reporting, tracking of sales/contact centre agents, and dynamic lead assignment and prioritisation

80%

SLA-based vacation rules enabling automated assignment and escalation protocols for agents to manage auto-routing and service continuity

  • Integrated CRM across sales, service, and marketing - the bank now manages its full customer engagement lifecycle on a single Oracle platform, replacing fragmented tools and manual handoffs with end-to-end automation.
  • Better tracking of sales and contact centre agent performance - real-time dashboards and SLA-driven workflows give management full visibility into agent productivity, resolution rates, and service quality across the bank.
  • Customer 360 view - every agent and relationship manager sees a complete, unified customer profile - purchase history, service interactions, campaign responses - enabling personalised, context-aware engagement at every touchpoint.
  • Better marketing solution for leads and revenue generation - Oracle Fusion Marketing Cloud enables data-driven campaign targeting and seamless lead handoff to sales, improving conversion rates and maximising return on marketing investment.
  • Dynamic lead assignment and automated prioritisation - high-value leads are instantly scored, routed, and assigned without manual intervention, ensuring the bank’s sales capacity is focused on the highest-impact opportunities.
  • Foundation for AI-ready, data-led CX - a unified data layer across sales, service, and marketing positions the bank to extend into predictive analytics, AI-assisted selling, and next-best-action recommendations as the platform matures.

The bank now runs sales, service, and marketing on a single Oracle CX platform – giving relationship managers, contact centre agents, and marketing teams the integrated visibility, automation, and intelligence that modern Jordanian banking demands. The same model is directly extensible to other regional banks, NBFCs, digital lenders, and insurers across the Middle East preparing for digital-first customer engagement, open banking, and AI-led personalisation on Oracle Cloud.

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