How Bank Al-Etihad was able to fix issues with Anecdote, increasing CSAT by 4%

Bank Al-Etihad, a leading Jordanian bank with 53 branches, faced a growth challenge in early 2023. They were receiving a flood of customer feedback from new users across multiple channels—Zendesk, surveys, app reviews—and struggled to keep it organized.

Downloading and analyzing each tool’s feedback individually was slow and error-prone. This made it difficult for teams to take timely, impactful action. As a result, decisions were delayed while waiting for reliable data.

With Anecdote, you can easily connect all your customer feedback sources to one platform and watch as AI instantly analyzes the data—it's that simple. For example, Bank Al-Etihad connected all their feedback sources to a single account, and Anecdote's AI quickly tagged and analyzed everything in no time.

“Before Anecdote, sorting feedback was a massive task, often lacking precision,” said Ledi Lapaj, Head of Customer Experience at Bank Al-Etihad. Now, everything is organized in one hub, and tagging is automated and updated daily.

“We used to bring in outsourced employees just to categorize comments—it was expensive and time-consuming,” says Salwa, Customer Experience Manager at Bank Al-Etihad. “Now, it’s almost instantaneous.”

“It’s not just about saving time—it’s about understanding what really matters to our customers, like the challenges they face with opening accounts.” says Salwa.

Now that all their feedback is organized, they can build product cases based on real data, instead of relying on isolated customer stories.

“Anecdote has helped us identify repeat issues quickly, allowing us to take action more effectively. For example, we were able to fix issues in our account opening process and saw a 4% increase in customer satisfaction as a result.” says Salwa.

Salwa adds, “The AI summary tool was something we’d never seen. When we saw it, we knew immediately this was the tool we needed.” The tool turns vast amounts of feedback into clear, actionable insights, allowing teams to quickly identify focus areas and recurring issues. This helps them focus on strategic decisions instead of manual work.

They then send these key problems and customer pain points into their Slack every week, so they’re updated on the bigger picture.

In a region with diverse languages, especially Arabic, Bank Al Etihad needed a tool that could understand different dialects. “Anecdote’s ability to analyze feedback in multiple languages, particularly Arabic, has been pivotal for us,” says Ledi. The AI helps make sure every customer’s voice is heard and understood, allowing the bank to serve all its customers better.

Bank Al Etihad didn’t just get faster at responding to feedback—they got better at anticipating it. “The ability to quickly identify trends and address issues before they escalate has been massive,” Ledi adds. The bank can now act on insights in real time as feedback is pulled into the platform and refreshed every 12 hours.

Staying up to date with feedback across the company has become the norm. Anecdote enabled use across departments like CX, product owners, tribes, and squads with email and Slack alerting for specific topics like their weekly feedback summary.

As Salwa said, "We've tried several tools for this, and Anecdote is one of the best we've seen, especially for Arabic." With Anecdote, Bank Al Etihad isn't just aiming for customer satisfaction—they're building it, insight by insight.

If you're interested in how Anecdote can help streamline your feedback process and provide real-time insights, feel free to reach out to the team for a quick 15-minute discovery call. They'll be happy to walk you through how it can work for your business!