A new era of market conduct in the Middle East

Customer expectations are rising and so is regulatory focus on how banks design products, communicate with customers, and handle issues fairly. Banks that build strong customer-centric practices are not just meeting compliance requirements; they are building a competitive advantage through trust, loyalty and long-term value creation.

Management teams play a central role in embedding this culture from product design and pricing, to how customer feedback is used to continuously improve services. The banks that get this right protect their reputation, reduce complaints, and unlock sustainable growth.

The hallmarks of good customer management

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Design it right

Fair product design and pricing
Customer-appropriate products
Clear value proposition

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Communicate clearly

Plain-language disclosures
Transparent fees and terms
Customer understanding

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Learn and improve

Act on complaints proactively
Monitor customer outcomes
Remediate issues before they escalate

What a customer-centric bank looks like

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Product design and governance

Design products that meet customer needs and deliver fair value.

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Complaints and feedback

Listen, act and learn through effective complaints and feedback loops.

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Sales and distribution

Ensure suitability, clear communication and transparent selling practices.

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Digital and AI interactions

Design responsible digital journeys with human oversight and fairness.

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Service and operations

Deliver quality service and support that meets promises and drives outcomes.

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Governance and culture

Strong governance, accountability and a culture that puts the customer first.

How KPMG can help

Partnering with you to build customer-centric banks that earn trust, loyalty and growth

At KPMG, we help banks embed customer centricity at the core of their strategy, operations, and culture, helping strengthen resilience and create lasting value.

Our integrated approach combines deep industry insight, proven methodologies, and advanced analytics to create sustainable impact across all three lines of defense.

We bring together global expertise and local market knowledge, with a strong focus on regulatory expectations. We work with you to navigate evolving local and global regulations and supervisory priorities—helping you strengthen customer protection, manage conduct risk, and deliver sustainable outcomes in a complex and regulated environment.