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CUSTOMER STORY - Adib

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As one of the UAE's top five banks, ADIB has long been a beacon of prime customer experience in the region's financial industry. To cement its place as a bank that truly cares about its customers, while also targeting the next generation of banking customers, ADIB needed a platform that not only encourages sharing and support among its members, but also provides the exceptional digital banking services they expect. A digital generation Prosperous and progressive, the UAE boasts a wide demographic spread - from extreme wealth to a burgeoning youth market keen to get digital in all aspects of their daily lives. In such an affluent market, it's no surprise that mobile penetration in the region has reached 187 percent in 2020. Furthermore, UAE is first in the Arab region and 26th globally in terms of readiness of its telecommunications networks, as stated by a study from the World Economic Forum. Adding financial awareness to this technological worldview is fundamental for this new generation. As average lifespans increase in the UAE, people need to educate themselves on how to use modern financial resources and new technology to futureproof their finances. Being able to understand the ins and outs of credit, debit, asset management, mortgage payments and profit rates is a must. Developing financial discipline to ensure smart savings, effective budgeting and high-return investments is paramount for a financially secure future. Responding with a new platform To meet UAE's needs, ADIB decided it needed a truly digital platform, one that could go above and beyond customers' digital expectations, a platform based on open communication, unparalleled customer experience and innovation. A B O U T A D I B C H A L L E N G ES K E Y STAT S • Established in 1997 • Headquarters: Abu Dhabi, UAE • Revenue (2020): $2B • Creation of a digital bank that truly fits the needs of its customers • Seamless integration with ADIB's existing core system • Express banking for pre-approved loans for up to AED 500,000 via mobile. Unique for UAE • Creation of a customer-centric community of 150,000 members, including 50,000 KYC-compliant customers • Leveraged Community and Loyalty & Rewards to reduce customer acquisition costs by 90%, when compared to their traditional bank • 40% of organic customer acquisition through Community enrollment • Create a satellite digital bank to tap into the Gen Y market • Leapfrog the over-banked UAE market • Maximize outreach across channels, with a strong focus on digital natives • Stimulate social engagement to boost financial literacy and independence • Provide added value beyond banking services through rewards programs "Moneysmart brings genuine openness to the world of personal finance, supporting ADIB's objective of giving guidance so that people can make better financial decisions." Philip King, Head of Retail Banking at ADIB

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