Emirates NBD reveals banking habits of the specially-abled

Dubai / Emirates Business

Emirates NBD, one of the leading banking Groups in the region, has revealed findings on the habits and attitudes with regards to finance and banking, among people with disabilities in the UAE.
The research, undertaken in partnership with IPSOS and Sustainable Square, sought to identify and understand the challenges that people with disabilities experience with banking with the aim to create banking solutions that better address their needs and expectations. A total of 225 people with a range of physical disabilities – both visible and non-visible – were surveyed in detail through a mix methodology approach
incorporating qualitative exploration and quantitative diagnostics. All respondents were 18 years of age or older and eligible to open a bank account.
The bank revealed findings of the research at the #TogetherLimitless panel discussion where Dr. Hussain Maseeh, Social Programs & Services Expert, Community Development Authority (CDA); Dr Muna M. Alhammadi, Assistant Professor, Institute for Islamic World Studies, Zayed University; Shobhika Kalra, co-Founder of Wings of Angelz; and Suvo Sarkar, Senior Executive Vice President & Group Head – Retail Banking and Wealth Management, Emirates NBD discussed and debated
the needs, expectations and solutions towards greater inclusion
in the UAE, especially in the banking sector.

Topline findings of the
survey include:
• Eight out of ten people with some form of disability have some degree of a relationship with a bank in the UAE
• Respondents rely heavily on more conventional modes of banking, preferring branch and ATM visits to online and mobile banking channels
• The results indicate that people with disabilities feel they are often stereotypically grouped according to the type of their disability (e.g. mobility disabled assumed as one group). Mobility is not necessarily an inclusion challenge for a lot of people with disabilities as many lead an active lifestyle within the physical capabilities that they possess
• However, there were differences in habits and expectations between hearing impaired, sight impaired and physically impaired respondents. Any bank that wishes to be relevant and preferred amongst people with disabilities must be cognizant of these and align their products and services to the needs of these people.
• Mandating equity in customer service can create resistance to change. Data suggest that much of that resistance can be solved technologically and by in-depth customer service training.