Customer Satisfaction for a Leading Bank in UAE


The bank aimed to understand the key drivers of customer satisfaction, areas for improvement, and opportunities to enhance their service offerings.


  1. To measure the current level of customer satisfaction with the bank’s products and services.
  2. To identify key drivers of customer satisfaction.
  3. To understand areas where the bank can improve its services.
  4. To gather suggestions from customers for future product and service enhancements.


Sapience employed a mixed-method approach combining quantitative and qualitative research:

  • Quantitative Survey: A structured questionnaire was designed and distributed to a sample of the bank’s customers through email, SMS, and in-branch visits.
  • Qualitative Interviews: In-depth interviews were conducted with select customers to delve deeper into specific issues or to understand the nuances of their experiences

Key Finding

  1. Overall Satisfaction: 82% of respondents indicated they were ‘satisfied’ or ‘very satisfied’ with the bank’s services.
  2. Key Drivers of Satisfaction: Friendly and efficient customer service, easy-to-use online banking platform, and competitive interest rates.
  3. Areas for Improvement: Several customers expressed concerns about the wait time at branches and the responsiveness of the customer care hotline.
  4. Future Expectations: Customers showed keen interest in more sophisticated digital banking solutions, personalized banking advice, and enhanced security measures.


Based on the findings, Sapience proposed the following strategic recommendations:

  1. Digital Transformation: Investing in advanced digital banking solutions to provide customers with a seamless online experience.
  2. Staff Training: Enhancing training programs for staff, especially in customer service areas, to reduce wait times and improve customer interactions.
  3. Feedback Mechanism: Implementing a continuous feedback mechanism to collect customer insights regularly.
  4. Security Enhancements: Introducing advanced security features ensures customers feel safe while conducting online transactions.


The comprehensive customer satisfaction research conducted by Sapience provided the bank with actionable insights that led to tangible improvements in their services. By understanding and acting upon the needs and preferences of its customers, the bank was not only able to boost satisfaction levels but also reinforce its position as a leading financial institution in the UAE.