Syed Mahbubur Rahman, managing director of BRAC Bank, attends the launch of the bank's new retail banking model at Sonargaon Hotel in Dhaka yesterday.

BRAC Bank yesterday launched its new retail banking model to provide more customised and convenient services to fulfil the requirement of its customers.

Under the model, the Bank introduced four segments: Premium, Supreme, Excel and Easy.

The Bank will deploy dedicated service desk at branches to meet requirement of individual customers.

Syed Mahbubur Rahman, managing director and chief executive officer of BRAC Bank, launched the banking model at a press meet at Sonargaon Hotel in Dhaka.

“BRAC Bank has always brought in pioneering initiatives in the banking industry with technology and innovation for the benefit of customers,” said Rahman.

He said the launching of the banking model is a step forward towards customer-focused banking and a milestone in the banking industry.

“As a member of sustainable banking group -- Global Alliance for Banking on Values -- we are committed to provide value-based banking that puts prime focus on the needs of the customers,” said Rahman.

He said the Bank will know customers better, understand their needs and design products accordingly and serve them better.

This is the first time in Bangladesh that a Bank introduces customer-centric model where customers will get benefit of demand-driven banking service instead of supply-driven one, the Bank said in a statement.

This is a major shift in traditional banking industry in Bangladesh towards value-based banking with focus on designing products and services as per financial needs of individual customer, according to the statement.

Mohammad Mamdudur Rashid, deputy managing director, and Firoz Ahmed Khan, head of retail banking, were also present.

The Daily Star/Bangladesh/ 3rd May 2012