Our Research Approach
We build research around what matters most to financial institutions: clarity, relevance, and credibility. At Sapience, each study begins with a clear understanding of the challenge, whether it is a shift in regulation, a change in market perception, or a need to reposition. We use a mix of quantitative analysis, qualitative interviews, fieldwork, surveys, and desk research to uncover how financial services are shaped, understood, and refined across the GCC.
Our approach reflects the realities of the banking sector. We look at how trust is built, how services are received, and where expectations are changing. As a financial services market research company in Dubai, our insights help institutions make decisions that last—beyond the quarter, beyond the trend.
Each project is shaped by its own objectives and operating realities. We select our research formats to match those demands with precision. Below are examples of the approaches we apply most often in financial sector work.
Customer Journey Mapping
We map the full arc of customer interaction, from initial awareness to product engagement, service resolution, and long-term retention. In the banking sector, this means tracing how individuals and businesses navigate onboarding, digital channels, branch visits, and support systems. By identifying points of friction, drop-off, and unmet expectations, we help institutions refine experience design, reduce churn, and strengthen service delivery across touchpoints.
Net Promoter Score (NPS)
We use NPS to measure advocacy, how likely customers are to recommend a financial institution to others. In competitive banking environments, this metric reveals more than satisfaction; it signals trust, emotional connection, and brand resilience. We segment NPS by product, channel, and customer type to uncover where loyalty is earned, where it’s fragile, and how it can be reinforced through targeted interventions.
Customer Satisfaction & Loyalty
We assess satisfaction across key dimensions: product performance, service responsiveness, digital usability, and relationship management. In financial services, loyalty is often shaped by consistency, transparency, and perceived value. Our studies reveal what drives repeat engagement, what erodes trust, and how institutions can build lasting relationships, especially in markets where switching is easy and expectations are rising.
Digital Adoption & Usage Studies
We examine how customers engage with digital banking platforms—apps, portals, chatbots, and self-service tools. Our research identifies adoption barriers, usage patterns, and feature relevance across segments. In the GCC, where digital transformation is accelerating, these studies help institutions optimize UX, improve onboarding flows, and align digital strategy with actual user behavior.
Brand Health Tracking
We monitor brand performance over time by tracking awareness, trust, differentiation, and relevance. For banks and financial institutions, brand health is a reflection of both reputation and strategic clarity. We assess how campaigns, leadership shifts, product launches, and market events shape perception, and we provide benchmarks to guide positioning in a crowded and fast-moving landscape.
Market Segmentation
We define and profile customer groups based on behavior, needs, value, and attitudes. In banking, segmentation enables tailored product design, pricing, communication, and channel strategy. Whether targeting emerging investors, SME owners, or digitally native consumers, we help institutions move beyond demographics to build relevance at every level of engagement.
Perception & Reputation Benchmarking
We benchmark how institutions are viewed relative to peers across credibility, innovation, service quality, and governance. In the financial sector, reputation is both an asset and a risk. Our studies reveal gaps between internal ambition and external perception, helping institutions recalibrate messaging, strengthen stakeholder trust, and align brand narrative with market reality.
Real-World Results
Customer Satisfaction for a Leading Bank in UAE
Challenge
A leading UAE bank approached Sapience to better understand the drivers of customer satisfaction across its retail banking services. While internal metrics suggested stable performance, leadership sought independent insight into how customers actually experienced the bank across branches, digital platforms, and support channels. Specific concerns included long wait times, inconsistent service quality, and the need to align digital offerings with evolving customer expectations. The challenge was not just to measure satisfaction but to uncover what shaped it, where it faltered, and how it could be strengthened.
Approach
Sapience designed a multi-layered research programme tailored to the bank’s operational footprint and customer base:
- Quantitative Survey Deployment: We developed a structured questionnaire focused on service experience, product satisfaction, and digital usability. Distribution was multi-channel via email, SMS, and in-branch outreach to ensure coverage across demographics and geographies.
- Qualitative Interviews: We conducted in-depth conversations with selected customers to explore expectations, frustrations, and moments of delight. These interviews provided context behind the numbers and surfaced themes not captured in structured formats.
- Analytical Framework: Our analysis focused on satisfaction drivers, service delivery gaps, and future expectations. We segmented findings by customer type (retail, SME, premium), channel (branch, digital, call centre), and product category (accounts, loans, cards).
- Strategic Layering: We integrated feedback on digital banking features, staff responsiveness, and perceived value to build a comprehensive view of satisfaction across the customer lifecycle.
Outcome & Relevance
- Satisfaction Benchmarking: 82% of respondents reported being ‘satisfied’ or ‘very satisfied’ with the bank’s services, establishing a credible baseline for future tracking.
- Key Drivers Identified: Customers valued friendly and efficient service, intuitive digital platforms, and competitive interest rates. These elements were consistently linked to higher satisfaction scores.
- Pain Points Highlighted: Long wait times at branches and slow response from customer care emerged as recurring concerns, especially among high-frequency users.
- Strategic Recommendations:
- Digital Enhancement: Invest in mobile banking features that simplify transactions and improve navigation.
- Service Training: Strengthen frontline staff training to improve consistency and reduce in-branch wait times.
- Feedback Integration: Introduce real-time feedback tools to capture customer sentiment and resolve issues proactively.
- Security Communication: Reinforce messaging around digital security to build trust and encourage adoption.
The study provided the bank with a clear, actionable roadmap, grounded in customer insight and aligned with operational realities. It enabled leadership to prioritize improvements, refine service delivery, and reinforce the bank’s position as a trusted financial partner in the UAE.
Frequently Asked Questions
Risks include credit exposure, regulatory shifts, interest rate volatility, and reputational damage. Digital disruption and cybersecurity threats also pose systemic challenges. Investors must assess portfolio concentration, governance strength, and macroeconomic sensitivity before committing capital.
Banks are increasingly evaluated on their environmental lending practices, social inclusion policies, and governance transparency. ESG alignment affects access to capital, regulatory favorability, and long-term brand equity. Investors now expect clear disclosures and measurable impact.
Mobile-first banking, agent networks, and micro-lending are expanding access. Younger demographics expect seamless digital experiences, while informal economies require flexible credit models. Regulatory sandboxes and open banking frameworks are accelerating innovation.
Banks are shifting from product-led to experience-led models, with mobile-first platforms, AI-driven personalization, and embedded finance. Legacy systems are being replaced or integrated with cloud-native infrastructure. This transformation affects cost structures, customer retention, and competitive positioning.
We localize research frameworks to reflect regulatory, cultural, and operational differences across markets. Whether studying customer behavior in the UAE, KSA, or Qatar, we adjust sampling, language, and channel strategy to ensure relevance. This allows us to deliver insights that are regionally attuned yet strategically unified
We track shifts in awareness, perception, and engagement across target segments. This includes pre- and post-campaign benchmarking, message resonance testing, and attribution analysis. Our insights help refine future campaigns and ensure strategic alignment.
Reposition Your Financial Strategy for Market Leadership
Act on What’s Driving Value Across GCC Banking
We decode investor sentiment, customer behavior, and competitive movement to inform sharper decisions. Whether you are refining retail portfolios or preparing for regulatory engagement, our insights drive institutional clarity.
Explore Strategic Intelligence Across Key Sectors
Beyond financial market research, we deliver insight that informs strategic planning, stakeholder alignment, and commercial positioning across complex, fast-evolving domains. Our work reveals behavioral patterns, decision drivers, and market signals, enabling institutions to act with clarity, adapt with confidence, and lead with precision.
Retail & E-commerce
We uncover demand patterns, pricing sensitivities, and channel preferences to inform inventory planning, promotional strategy, and regional expansion.
Healthcare & Pharmaceuticals
We analyze patient preferences, treatment pathways, and provider engagement to support product positioning and service delivery across regulated markets.
Consumer Goods & FMCG
Our studies uncover purchase triggers, brand loyalty patterns, and shelf-to-digital conversion trends to inform pricing, packaging, and campaign strategy.
Hospitality & Tourism
We evaluate traveler motivations, booking behavior, and guest experience to guide destination branding, service design, and seasonal demand planning.
Real Estate & Construction
We assess buyer sentiment, investment appetite, and project visibility to support residential, commercial, and mixed-use development strategies.
Banking & Financial Services
Our research maps customer segmentation, digital adoption, and product relevance to help financial institutions refine offerings and improve retention.
Telecom & Technology
We study user expectations, service satisfaction, and innovation readiness to support product development and market expansion.
Automotive
We explore purchase intent, after-sales experience, and brand perception to guide dealer strategy, product launches, and loyalty programs.
Media & Entertainment
We analyze content consumption, platform engagement, and audience segmentation to support programming, monetization, and distribution strategy.
Energy & Utilities
Our work focuses on consumer awareness, sustainability perception, and service expectations to inform policy, pricing, and infrastructure planning.
Government
We support public sector entities with citizen feedback, service delivery audits, and policy impact assessments to improve engagement and trust.
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September 9, 2024