Amman, Nov. 19 (Petra) Results of the first edition of the Banking Impact Index, launched by the Association of Banks in Jordan (ABJ) in partnership with the Makana 360 platform, showed that most banks in the country ranked in the strong-performance category, with some demonstrating leading results that reflect their digital readiness, broad media influence and strong public engagement.

The findings indicated that digital transformation is clearly visible in public discussion, alongside the strength of banking awareness content related to cybersecurity and fraud prevention. Thousands of interactions were recorded on posts and activities addressing fraud prevention, anti-money laundering and customer data protection, signalling a rise in digital awareness among the public.

The results also showed that higher community engagement with health, education and women’s empowerment topics most closely linked to public trust reflects strong interest in socially impactful issues. Employees and branches remain the strongest trust factor, as service quality inside branches and staff professionalism formed one of the most important drivers of customer satisfaction. This remains a key distinguishing feature of Jordanian banks despite the ongoing shift to digital channels, underscoring the essential role of human interaction.

The launch of the index marks a pioneering step aimed at strengthening transparency and providing decision-makers with an accurate picture of customer trends and engagement, contributing to improved services, enhanced public trust and increased positive competition among banks.

ABJ Director-General Maher Mahrouq said at the launch ceremony that the Banking Impact Index for the third quarter of 2025 is the first of its kind in the country to measure banks’ presence on digital platforms and media outlets, track public trends and assess access to banking services.

He said the index represents a qualitative shift in monitoring public sentiment and understanding the social and digital impact of the banking sector.

Mahrouq said the index strengthens transparency and provides accurate, reliable data that helps bank management better understand general trends and improve service quality. He noted that the index is based on a comprehensive analytical methodology combining digital data, media coverage, app ratings and public feedback.

He said the index offers a benchmark enabling each bank to assess its competitive position and anticipate shifts in public opinion, while also contributing to building a unified sector-wide image that reinforces trust in Jordan’s banking sector.

Mahrouq added that the index provides practical insights to help banks enhance their products, media strategies and marketing plans and direct investments toward the most impactful channels.

He said the index will be issued quarterly to measure shifts in public trends, assess the effectiveness of digital and media campaigns, and support future decision-making related to digital transformation and financial inclusion.

Abdulrahman Al-Hussami, CEO of Makana 360, said, "We are pleased to partner with the Association of Banks to launch the first national reference for measuring banking impact." He said the index was designed as a practical tool for senior management, simplifying the reading of public sentiment, media presence and the quality of digital and service experiences, and translating them into actionable decisions.

Al-Hussami said the index is updated quarterly and relies on advanced Arabic-language monitoring and analysis across digital platforms, media outlets and app ratings, with strict adherence to objectivity and methodology.

"Our goal is for the index to help strengthen trust in the sector, accelerate digital transformation and direct investments toward communication channels that most influence customer satisfaction," he added.

//Petra// AF