Ameriabank used the Fifth International 4Future Banking conference in Yerevan to present its technology solutions and customer experience tools. The discussion focused on digital transformation, channel integration and the automation of banking services.
Mindset change as the basis of digitalisation
Speaking to ARKA, Ameriabank IT Support Tribe Lead Shavarsh Voskanyan said modern technologies have already moved users into a digital environment, and that is where their day-to-day banking life should also take place.
He said digital transformation is important but lengthy, and the main challenge lies not only in technology but in the logic of change and in reshaping people’s mindset. According to him, customers have already gone through that shift by moving into the digital space, and the bank itself also had to adapt in order to build digital products.
Voskanyan said Ameriabank has successfully reached its digital transformation target. He explained that the goal was to have digital product teams capable of operating as a single organism, setting their own goals and delivering solutions without relying, for example, on third parties.
He also stressed the importance of cross-functional cooperation, saying Ameriabank has already established effective collaboration between independent teams to keep the entire chain running smoothly.
Between, IVR and voice identification
Elen Danielyan, Ameriabank’s Tribe Lead for Customer Experience Management and Channel Integration, said the bank has been using the Between contact centre programme for inbound and outbound calls since 2021. She said automation in customer communications has developed rapidly in recent years.
Among the tools introduced is an IVR service that lets customers complete certain actions and get answers to their questions during an incoming call without speaking directly to an operator. For example, they can check their account balance or block a card if a problem arises. These functions are available around the clock without operator involvement.
Danielyan said the Between system is integrated with multiple services, allowing customers to be automatically routed to the right specialist. In her view, that improves service quality because customers are assisted not by a generalist operator but by an employee focused on their specific issue and segment.
She said the change, introduced about two years ago, was also positively received by customers. According to the figures she cited, the number of calls rose by 30% from a year earlier, while 700 out of 5000 calls are handled fully automatically.
Danielyan also said Ameriabank has introduced customer identification through voice recognition using relevant AI solutions. According to her, identification through this method takes just a few seconds.
She added that Ameriabank was among the first to move to 24/7 service many years ago, and that its customer satisfaction rate stands at 75%.
Earlier, Ameriabank Retail Banking Director Arman Barseghyan said the bank’s customer base had exceeded 900,000, with a target of reaching 1 million by the end of 2026. Over the past 5 years, the average growth of the bank’s customer base was 23.41%; over the past two years the base doubled; and over the past 5 years the number of active users in the bank’s digital sphere grew by an average of 55.81% per month.
Between’s evolution and export potential
Tatevik Avakyan, Director of Team Solutions, said the Between product was developed by Armenian specialists in 2020 and entered the market under the name “Zangezur”. Over time, it evolved from a simple call centre into a full-scale customer service contact centre platform with much broader functionality, creating the need for rebranding.
She said Between creates a link between customers and businesses, offers broad possibilities for automating various internal business processes and integrates with other systems. As a result, customer interaction with a business takes place through a single channel regardless of the infrastructure and other solutions behind it.
Avakyan said the system has already been deployed in several banks in Armenia, in Team Telecom Armenia, and is also used by a number of government agencies as a hotline solution for citizen services. The programme is now also being implemented in Ireland.
What 4Future Banking is about
The 4Future Banking conference is designed to bring together traditional banking institutions and advanced financial technologies. It is organised by EarlyOne, and the 2026 agenda includes discussions on AI, Open Banking, end-to-end automation, data analytics, digital transformation and security.
According to Earlyine Director Gevorg Safaryan, the platform aims to attract foreign and Armenian banks as well as Armenian technology companies for the exchange of experience and knowledge and to present Armenia more effectively on international platforms. He said the event hosted guests from eight countries, while speakers came from Germany, Romania, Moldova, Russia and Georgia.
Organisers say the platform helps speed up the adoption of new technologies in banking, supports knowledge transfer between industry veterans and newcomers, and contributes to building an ecosystem that combines banking expertise with breakthrough innovation.
