In conversation with Hussein Al-Abdulla, Executive General Manager of Marketing and CB Real Estate at Commercial Bank

How does CBQ’s digital leadership align with its customer-centric approach, and what recent innovations have you implemented to enhance digital banking experiences for your diverse customer base?

In today’s rapidly evolving digital landscape, banks that do not embrace innovation risk falling behind more agile competitors. Recognising this, Commercial Bank of Qatar has made digital transformation a cornerstone of its strategy, reshaping the customer experience to anticipate and exceed modern demands.

This commitment to progress has earned us recognition as a leader in customer-focused digital solutions, including the “Best Mobile Banking App in the Middle East and Qatar” from both Global Finance and MEED. Through the CBQ Mobile App, we are introducing a new level of convenience and streamlined service, ensuring that our customers experience seamless banking. Biometric login and simplified profile updates, for instance, provide fast, secure access, making account management effortless and reducing repetitive tasks. 

The app also automates direct debit payments for Ooredoo and Qatar Cool, eliminating the need for manual bill tracking so that customers can focus on priorities that matter most to them. 

Our pursuit of innovation extends to international transactions. Our partnership with Western Union enables instant remittances via the app, with the added benefit of remittance cashback, adding value to each transaction. For those with dynamic banking needs, the app allows users to increase ATM withdrawal and purchase limits as needed, giving them greater flexibility on the go. Moreover, our “Branch Visit Appointment” feature locates the nearest branch based on customers’ current location and provides real-time updates on branch traffic. 

We have also collaborated with Qatar Post, allowing corporate and individual customers to pay for PO Box subscriptions through our CBQ Mobile App. These innovative features have earned us prestigious awards, including the “Best Remittance Service in the Middle East” by MEED and “The Best Card Payment Service POS/ATM in Qatar” from International Finance. 

CBQ has been deeply involved in community-oriented corporate social responsibility (CSR) initiatives, especially during Ramadan. Can you elaborate on how these contribute to long-term social impact in Qatar and the state’s National Vision 2030?

CSR is deeply embedded in our core strategy, serving as a cornerstone of our commitment to creating sustainable value for all stakeholders. CSR guides our decision-making processes, ensuring we not only meet the demands of our shareholders, but also surpass the expectations of our customers and employees.

During this year’s Ramadan, we launched a series of initiatives that fall under our CSR Strategy. We introduced the CB Staff Eidya, empowering our team to conveniently make donations to Qatar Charity. In collaboration with the Centre for Empowerment and Elderly Care (Ehsan), we also joined a heartfelt Ghabqa dinner with the elderly, honouring the bonds across generations.

As part of the cherished Gulf tradition of Garangao – a joyful celebration held on the 14th night of Ramadan where children dress in colourful clothes, sing special songs and gather sweets – we hosted events across branches, schools and hospitals, inviting children and customers to join in festivities, gifts and fun.

While our CSR efforts are highlighted during Ramadan, our commitment to the community’s wellbeing continues year-round. Our CSR efforts are also aligned with the pillars of Qatar’s National Vision 2030, particularly in promoting human and social development. Not only do we focus on giving back to the community, but we also proudly uphold and preserve Qatari heritage, recognising it as the very essence of the nation’s identity. We launched a campaign to revive traditional Qatari dialect where staff members engaged with citizens across Qatar, asking them to guess the meaning of authentic Qatari words. This initiative went viral on social media as it encouraged the younger generation to connect with their cultural roots.

CSR guides our decision-making processes, ensuring we not only meet the demands of our shareholders, but also surpass the expectations of our customers and employees

With the launch of CBQ’s Sustainable Finance Framework in 2023, how is the Bank positioning itself to support Qatar’s transition to a low-carbon economy? What projects/sectors are you prioritising under this framework?

Sustainability and ESG considerations are crucial to the Bank’s corporate strategy and reflect our responsibilities to our stakeholder and the wider community here in Qatar. We have pinpointed essential sustainability issues that are important to our business, namely our vision in building a sustainable future. 

Aligned with Qatar’s National Environment and Climate Change Strategy, we are amplifying our initiatives to minimise our carbon footprint. Our objective is to attain a 25% reduction in greenhouse gas emissions related to our operations by 2030. Our commitment to sustainability is further underscored by our recent achievement of an “A” rating in the MSCI ESG assessment. To enhance our sustainability initiatives, we have digitised our payment methods, adopted a paperless approach and streamlined appointment scheduling for branch visits through the innovative CBQ Mobile App. 

Additionally, we are proud to announce the issuance of our inaugural green bond denominated in CHF (Swiss Franc), marking a significant milestone in our Sustainable Finance Framework published in 2023. This bond is the largest CHF green bond issued in Qatar since 2013, and the largest CHF green bond in the Central and Eastern Europe, Middle East and Africa region since 2021. 

Our sustainability initiatives also encompass green vehicle loans to encourage the use of eco-friendly transportation, the integration of solar panels to reduce reliance on fossil fuels, and digital innovations such as contactless and paperless transactions that minimise waste and reduce the necessity for branch visits. Furthermore, we have introduced an electric car fleet, emphasising our dedication to lowering carbon emissions. Collectively, these measures illustrate how digital innovation and leadership at Commercial Bank are contributing to driving Qatar’s transition to a more sustainable and resilient future.

Commercial Bank of Qatar has partnered with Mastercard to introduce the Carbon Calculator and promote the use of sustainable cards. How do these initiatives fit into your broader sustainability strategy, and what impact do you expect them to have?

Our partnership with Mastercard to introduce the Carbon Calculator and promote the use of sustainable cards is a key component of our broader sustainability strategy, which focuses on reducing our environmental footprint and fostering a culture of responsible consumption. The Carbon Calculator empowers customers to track and understand the carbon impact of their transactions, encouraging more eco-conscious decisions in their daily lives. By promoting sustainable cards, we help contribute to reducing plastic waste and advancing a circular economy. This aligns with our commitment to Qatar’s National Environment and Climate Change Strategy and our goal to achieve a 25% reduction in greenhouse gas emissions by 2030.  

We expect these efforts to not only help lower our own carbon footprint but also inspire our customers to play an active role in creating a more sustainable future. 

In what ways is the marketing team at CBQ involved in promoting the bank’s CSR and sustainability efforts? What strategies have been most effective in building a positive brand image around these initiatives? How do you balance messaging to ensure that both digital innovation and social responsibility are highlighted?

Establishing a strong brand presence is crucial in today’s marketing landscape as it presents an array of opportunities, from driving customer awareness to encouraging the adoption of new digital banking products. Even more, it provides powerful platforms to understand customers on a more personal level. At Commercial Bank, we’ve harnessed these digital channels to engage with our customers, understand their needs better than ever, and, most importantly, become a trusted and valued part of their community.

With Qatar’s 99% smartphone adoption rate and the rapid rise of platforms like Snapchat and TikTok, embracing digitalisation was the natural path forward for Commercial Bank’s marketing strategy. Social media is particularly effective in showcasing real-life stories, building emotional connections and aligning these initiatives with Qatar’s National Vision 2030.

Storytelling has become our core strategy, highlighting the impact of CSR efforts on employees, customers and communities. Take, for example, our viral CB Support campaign. Rather than simply answering customers’ questions, we chose to compile and respond to them with a humorous twist. This approach not only retained their attention but also boosted brand awareness, addressed their inquiries and introduced followers to services they might not have known about.

Click here to visit Commercial Bank of Qatar

Published in partnership with