Avaya: UAE customers opt for digital approach to banking
According to the company’s study, four in ten would likely change banks and share the experience following poor customer service
A recently released study produced by Avaya and YouGov found that the bulk of UAE customers preferred to utilise digital self-service channels to access banking services, particularly through the use of a mobile app.
The Customer Experience in Banking Survey, which surveyed more than 5,000 banking customers in the UAE, India, UK, and Australia, found that India was the only nation to hold a stronger preference for mobile banking (26%) than the UAE (24%).
Additionally, 41% of respondents shared that they would likely change their banks if the customer service was poor, while 38% also reported that they would share the experiences with family and close acquaintances. Nearly half shared that they would file a formal complaint against the bank following a bad customer service experience.
Yaser Alzubaidi, Engagement Solutions sales leader for Asia Pacific, Middle East & Africa (AMEA) at Avaya, said: "For banks in the UAE today, delivering a superior customer experience requires coordination across all customer touchpoints - whether online or offline.
"It really comes down to personal autonomy and being able to choose the way you interact with your bank depending on the situation at hand. We do see that mobile platforms are increasingly popular channels through which to engage banks as technologies like voice and video move digital.
"Yet while we may reach customer support through a mobile app, I think customers will always want to be able to speak to a live person. That is where new technologies can really make a difference in helping customers do what they want to do as fast and effectively as possible."
While the bulk of customers are opting to utilise digital channels to access and interact with their bank, roughly a fifth of clients in the UAE prefer to visit the financial institution and engage a bank officer directly.
The UAE still holds the highest percentage of customers, who prefer to chat over the phone. Also, roughly 56% of UAE bank customers want their issues resolved on the first point of contact.