A new survey by Arthur D. Little involving 24 UAE banks shows that customers increasingly prefer seamless omnichannel banking experiences, with 72% favoring mobile apps for convenience and personalized financial management. Despite growing digital adoption, 35% still rely on physical branches for complex services like loans and mortgages.
The report highlights that while 43% use self-service kiosks for routine tasks, many, especially high-income customers, prefer face-to-face advisory for major financial decisions. Around 70% of affluent UAE customers embrace digital banking but continue to value in-person consultations for complex transactions.
Martin Rauchenwald, Partner at Arthur D. Little, stressed the importance of blending advanced digital platforms with personalized in-branch services to maintain customer trust. Rezwan Shafique, Principal at Arthur D. Little Middle East, emphasized refining digital self-service options and mobile wallets, along with AI-powered personalization and digital literacy initiatives to enhance user experience.
The survey urges UAE banks to adopt “phygital” strategies that merge digital efficiency with trusted human interaction, ensuring consistent, secure, and inclusive banking experiences across channels, positioning them for growth in a competitive market.
