Job Purpose:

The Associate Director of Customer Service & Engagement will lead the bank’s end-to-end customer engagement and service strategy, ensuring a seamless, personalized, and value-driven servicing framework across all touchpoints — including lifestyle branches, call centres, digital channels, and relationship-managed segments.

This role is responsible for driving client satisfaction and embedding a client-first culture within the bank’s operating and servicing model. It bridges traditional relationship-driven private banking with modern digital engagement, delivering world-class, high-touch service while ensuring compliance with CBUAE customer protection and service regulations.

Working closely with stakeholders across the organization, this leader will define and implement service frameworks and omni-channel strategies, spearheading digital transformation in servicing and delivering operational excellence. The role also drives customer success, complaints management, and proactive engagement initiatives, embedding CSAT and NPS measurement models to continuously improve client experience and retention.

A key focus will be to position customer service as a core competitive differentiator, ensuring the bank delivers exceptional, seamless, and compliant client experiences.

Key Accountabilities:

1. Client Servicing & Experience

• Deliver white-glove, end-to-end servicing for High-Net-Worth Individuals (HNWI), Ultra HNWI, and institutional clients across all touchpoints.

• Oversee service delivery across:

a) Branches – ensuring consistent service standards and operational efficiency.

b) Contact Centres – improving responsiveness, resolution rates, and SLA adherence.

c) Digital Channels – ensuring seamless online and mobile banking experiences.

• Introduce Omni channel service frameworks to ensure integrated and consistent customer

experiences.

2. Complaints Management & Resolution

• Establish and lead the Bank’s complaints management framework, ensuring full compliance with CBUAE and global regulatory guidelines.

• Oversee complaints logging, tracking, escalation, and resolution workflows across all channels.

• Build a robust grievance-handling mechanism to deliver rapid resolution, identify root causes, and prevent repeat issues.

• Regularly report complaint trends, resolution metrics, and repeat issues to senior management and regulators.

• Ensure empathetic, timely communication with clients during complaint handling and resolution.

3. Client Insights, Success & Engagement

• Build and lead a Customer Success team to proactively support clients and anticipate their needs. • Lead the Bank’s NPS and CSAT framework end-to-end, including design, tracking, measurement, analysis, and continuous improvement initiatives.

• Build a structured client listening program to proactively capture, analyse, and address dissatisfaction drivers.

• Generate actionable insights and recommendations to enhance service excellence, client loyalty, and retention.

• Present NPS and customer success KPIs to senior leadership, driving alignment and accountability for client experience goals.

• Drive targeted client engagement programs such as education, outreach, and digital adoption

campaigns.

4. Digital Enablement & Transformation

• Drive digital adoption of client-facing platforms such as secure messaging, WhatsApp banking, mobile apps, and AI-powered self-service tools.

• Define and optimize end-to-end digital customer journeys to create frictionless onboarding, seamless transactions, and personalized experiences.

• Work closely with product, technology, and data teams to deploy new digital capabilities aligned with private banking client needs.

• Champion adoption of digital tools by both clients and internal teams to increase efficiency,

personalization, and scalability.

• Partner with Technology and Operations teams to enhance workflow management tools and enable real-time service tracking.

5. Regulatory, Risk & Compliance Oversight

• Ensure full compliance with CBUAE and SCA guidelines on customer protection, service standards, and complaints management.

• Oversee service-level reporting to regulators, ensuring accuracy and timeliness.

• Support regulatory audits and provide transparent documentation of service processes and outcomes.

Qualification:

▪ Bachelor’s degree in Business, Banking, Finance, or related discipline (Master’s preferred).

▪ Certifications in Customer Experience, Service Quality, or Process Excellence are preferred.

Experience:

▪ Minimum 15 years of banking experience in UAE, with at least 7 years in leadership roles focused on customer service, complaints management, digital banking, and workflow optimization.

▪ Deep knowledge of digital channels with proven track record in Omni Channel service delivery and in customer experience transformations.

▪ Strong expertise in digital transformation, workflow management, and customer protection standards.

▪ Proficiency in customer experience metrics (CSAT, NPS) and service analytics

▪ Strong knowledge of digital banking, Omni channel workflows, and CRM systems.