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Saudi bank customers prefer mobile channel

Banking customers in Saudi Arabia are increasingly using digital channels to conduct their transactions, with mobile banking leading the way, says a study by technology firm Avaya. The most preferred channel for Saudi bank customers for accessing banking services is via a mobile app. Nearly 40% of respondents said it was a priority to have everything on their mobile device — the highest out of nine countries surveyed. The survey, Customer Experience in Banking Survey – was conducted with YouGov and covered 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%) 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% in Germany and 10% 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%) would change banks – the highest out of all nine countries – only 37% 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.

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