Banque Saudi Fransi (BSF) deploys a workforce of 3,227 professionals to go the extra mile for clients. Over the past 45 years, the bank has sought to get as close as possible to its customers. It has established digital channels to supplement a nationwide network with 84 branches, 536ATMs and 45,031 point-of-sale devices. BSF has been running a customer experience programme called “Ask Once” since 2020. The programme, just as its name suggests, ensures that clients’ concerns come front and centre. They only need to ask once, and the BSF team mobilises to resolve problems and offer guidance. It has collected 150,000 customer feedback forms since the launch of the programme, which is rooted on the five pillars of listening, action, governance, training and culture. The bank seeks feedback across the organisation, focusing not only on customers but also bank departments, employees and colleagues. This includes measuring work environments and processes, as the bank has found happy employees to deliver the best results. BSF takes swift action to address any challenges clients might encounter, charting a custom course for each circumstance. The entire organisation gets behind the programme, starting with a dedicated Ask Once committee that’s supported by the bank’s top leadership. Initial and ongoing training encourages consistent on-brand customer care. BSF fosters a culture of honesty, simplicity and humility — where ideas come before egos. The CFI.co jury presents Banque Saudi Fransi with the 2022 Best Banking Customer Experience (Saudi Arabia) award.