Saudi cus­tomers pre­fer mo­bile bank­ing: Avaya sur­vey

Arab News - - CORPORATE PR -

Bank­ing cus­tomers in the King­dom are in­creas­ingly us­ing dig­i­tal chan­nels to con­duct their trans­ac­tions, with mo­bile bank­ing lead­ing the way, ac­cord­ing to a new sur­vey from Avaya. The find­ings re­veal that Saudi cus­tomers’ most-pre­ferred chan­nel for ac­cess­ing bank­ing ser­vices is via a mo­bile app, while 40 per­cent of re­spon­dents said it was a pri­or­ity to have ev­ery­thing on their mo­bile de­vice — the high­est out of nine coun­tries sur­veyed.

The Cus­tomer Ex­pe­ri­ence in Bank­ing Sur­vey, con­ducted with YouGov, queried more than 10,000 bank­ing cus­tomers in two waves — the first cov­er­ing the UK, UAE, In­dia and Aus­tralia, and the sec­ond France, Ger­many, Italy, Saudi Ara­bia and South Africa. Al­most a quar­ter (24 per­cent) of re­spon­dents in both the UAE and Saudi Ara­bia said a mo­bile app was their pre­ferred chan­nel, be­hind only In­dia and South Africa, and much higher com­pared to just 8 per­cent in Ger­many and 10 per­cent in France.

Saudi bank­ing cus­tomers are also more likely to change their banks be­cause of poor cus­tomer ser­vice — and less likely to give the bank a chance to do some­thing about it. While more than half (52 per­cent) would change banks — the high­est out of all nine coun­tries — only 37 per­cent would lodge a com­plaint, the low­est of the coun­tries sur­veyed. When asked to as­sess what was im­por­tant to them in in­ter­act­ing with their bank, top asks from Saudi bank­ing cus­tomers in­clude want­ing to have the same level of ex­pe­ri­ence and ser­vice across all chan­nels, and for their prob­lems to be re­solved on the first point of con­tact, all re­gard­less of which con­tact chan­nel they used.

“Get­ting cus­tomer ex­pe­ri­ence right is vi­tal for banks in Saudi Ara­bia, and it is clear that de­liv­er­ing a su­pe­rior cus­tomer ex­pe­ri­ence re­quires co­or­di­na­tion across all touch­points — whether on­line or off­line,” said Yaser Alzubaidi, en­gage­ment so­lu­tions sales leader for Asia Pa­cific, Mid­dle East & Africa (AMEA) at Avaya.

He added: “Banks in the re­gion are in­creas­ingly in­vest­ing in dig­i­tal trans­for­ma­tion to de­liver the right cus­tomer ex­pe­ri­ence. How­ever, it re­ally comes down to per­sonal au­ton­omy and giv­ing con­sumers the op­por­tu­nity to choose the way they in­ter­act with their bank.

“That is where new tech­nolo­gies can re­ally make a dif­fer­ence. More­over, these new tech­nolo­gies help cus­tomers to do what they want to do as fast and ef­fec­tively as pos­si­ble.”

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