In the UAE, digital banking operates in a landscape defined by its diverse, transient population, primarily expatriates from a multitude of backgrounds. Unlike other markets where advertising plays a central role, the UAE banking sector finds that word of mouth (WOM) is a critical pathway to building trust and expanding customer bases. Among expatriates, WOM can act as a gatekeeper: potential customers often rely on the experiences of peers within their communities before choosing financial services. This makes WOM a natural asset for reputation-building in a market where personal recommendations are not only trusted but often seen as more reliable than traditional advertising.
At Markswebb, we specialize in analyzing customer satisfaction and digital experience across fintech sectors, helping banks enhance service quality and customer trust. Right now, we are preparing to launch a comprehensive research on mobile banking in the UAE, with the release coming very soon.
Our work in the UAE has uncovered the importance of WOM in banking, where digital transformation has opened new ways to attract customers. When managed well, WOM becomes a strategic advantage, shaping public perception and driving sustained customer growth through genuine customer advocacy.
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In fintech, customer satisfaction is paramount, particularly as digital platforms have replaced many of the traditional customer touchpoints. The rapid uptake of mobile banking and digital-first financial services is reshaping customer expectations, making experiences shared through WOM increasingly influential.
Research consistently shows that WOM has a unique effect on potential customers: recommendations from friends and family are trusted by 92% of people globally, far surpassing any form of paid advertising. In a high-stakes sector like fintech, where the perceived reliability of a service can determine its adoption, WOM offers credibility that conventional advertising struggles to match.
Trust-building is especially essential for digital-only banks and financial services, where the lack of physical branches can heighten customer apprehension. We have observed that in the UAE (and in many other countries), there is a clear trend toward reducing physical bank branches - mobile banking is increasingly becoming the primary channel for customer interaction.
A single negative experience, whether it involves unresolved issues, complex interfaces, or poor customer service, can discourage potential users. Conversely, positive WOM can accelerate customer acquisition by signaling reliability and ease of use. High customer satisfaction scores, user-friendly interfaces, and prompt issue resolution are not just features - they are triggers that encourage WOM, generating organic publicity that can lead to sustainable growth.
For instance, our analysis of digital banks in the UAE finds that customer loyalty is heavily influenced by ease of navigation in mobile banking apps, personalized service options, and responsive support systems. Satisfied users who can seamlessly access services and receive timely support become advocates, spreading positive WOM within their social circles. This advocacy is often more potent than targeted digital ads, especially in markets like the UAE, where trust in digital services grows slower than adoption rates.
The shift to digital platforms has expanded WOM into electronic word of mouth (eWOM), creating new channels for customer feedback and reputation-building. For banks and fintech firms, managing eWOM effectively requires more than passively observing; it calls for active engagement across multiple online touchpoints. Social media, app store reviews, financial forums, and even direct messaging groups like X and WhatsApp (which, by the way, are quite popular in the Emirates) are now fertile grounds for eWOM, where customer experiences are shared rapidly and influence can spread widely.
Our research shows that eWOM has specific triggers that banks can cultivate to enhance their reputation:
All the successful customer journey trajectories we've identified will be presented in our report, along with best practices and an analysis of their effectiveness. Interested parties will be able to order and purchase the full report of our research.
An effective eWOM strategy also includes public responses to online feedback. For example, a prompt, professional response to negative reviews on social media or app stores can turn a dissatisfied customer into an advocate, showing potential users that the bank values customer feedback. Recognizing and rewarding loyal customers who actively promote the bank can amplify positive eWOM further. Loyalty programs, personalized service offerings, or even simple gestures like thank-you messages can reinforce user loyalty and encourage continued advocacy.
In the UAE, several banks stand out for their effective use of eWOM. Emirates NBD, for instance, has capitalized on digital customer service through EVA™, the region’s first intelligent voice-based virtual assistant, launched in 2016. EVA™ was designed to provide swift, efficient responses to basic customer queries through both voice and text, accommodating the UAE's diverse, multilingual client base. For expatriate customers who prefer to communicate verbally rather than type, EVA™ offers a particularly user-friendly experience by allowing them to interact in natural language, sidestepping lengthy menus and reducing the need for text input.
EVA™ integrates seamlessly with Emirates NBD’s mobile banking app, Facebook Messenger, and customer service center, making it accessible across multiple platforms. This AI-driven assistant can handle common inquiries like transaction history, account balances, and branch locations, reducing the need for live support and enhancing response times. As a result, Emirates NBD’s commitment to reliable, convenient digital service has resonated in customer reviews on social media and app stores, where users frequently highlight EVA™’s intuitive, voice-based support. This positive feedback has contributed to steady customer growth, establishing Emirates NBD as a leader in customer-focused digital banking in the region.
Commenting on the bank’s plans for EVA™, Pedro Cardoso, Head of Multichannel and CRM at Emirates NBD said:
“Emirates NBD has always been a step ahead in anticipating customer’s needs and offering simpler banking solutions by leveraging digital innovation. We recognise that customers today need quicker access to service and EVA™’s intelligent voice and text with natural language recognition capabilities will help us provide a level of engagement never seen before by the region’s banking customers.”
Similarly, Mashreq Bank’s Mashreq Neo app has earned positive eWOM for its seamless interface and extensive in-app functionalities. Through transparent communication and efficient digital support options, Mashreq Neo has garnered favorable reviews and high ratings in app stores. These positive discussions on public platforms have helped attract new users, showcasing Mashreq’s commitment to customer satisfaction and making it a preferred choice among tech-savvy expats.
Globally, banks are increasingly recognizing the importance of eWOM. For example, Monzo in the UK has built its reputation by prioritizing transparent, customer-centric banking solutions. Known for its customer engagement on social media, Monzo actively addresses feedback and creates a sense of community, driving positive eWOM that has expanded its user base exponentially. Such cases underscore the significance of eWOM in establishing trust and driving customer loyalty in digital banking.
Besides Monzo, we know plenty more fintech solutions that drive customer loyalty through eWOM. In fact, we’ve built an entire Best Mobile Banking Apps Database that’s updated quarterly. This resource covers over 4,500 best practices from 70+ mobile banks across 17 countries, diving into 160 different user scenarios. It’s packed with insights on what really works in mobile banking, helping financial institutions create standout digital experiences that naturally boost customer advocacy.
At Markswebb, we provide fintech firms with the insights and strategies to understand these drivers of WOM, helping them foster customer loyalty and shape strong, positive reputations. By analyzing customer satisfaction metrics and digital experience quality, we guide fintech clients in transforming their services into sources of organic customer advocacy, ensuring sustainable growth in competitive markets.
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