Mashreq wins at Asian Experience Awards 2026 for customer experience transformation

The bank simplified end-to-end banking journeys and expanded digital servicing capabilities.

Mashreq won United Arab Emirates Customer Experience of the Year - Banking in the Asian Experience Awards 2026 for placing customers at the heart of every decision, process, and interaction.

Through its “Transforming Customer Experience & Client-Obsessed by Design” initiative, Mashreq shifted its focus from managing individual service channels to understanding and improving the complete customer journey. By listening closely to customer feedback and analyzing pain points across every touchpoint, the bank brought together teams from Customer Experience, Digital, Product, Operations, Technology, and Contact Centre to remove friction, simplify processes, and make banking easier, faster, and more intuitive.

The transformation was driven by a simple objective: make every customer interaction effortless. This led to the redesign of key customer journeys, the elimination of recurring service issues, and the expansion of digital self-service capabilities. Customers can now complete more than 40 service requests instantly through Mobile Service Hub without needing to visit a branch or contact an agent. Enhanced chatbot and IVR capabilities also enable customers to resolve their needs anytime, anywhere, with greater speed and convenience.

These improvements have delivered meaningful outcomes for customers. Satisfaction and advocacy levels increased as customers experienced shorter wait times, fewer repeat contacts, quicker resolutions, and more seamless digital experiences. The result has been a smoother and more consistent banking experience across every stage of the customer lifecycle.

By combining customer insights, data analytics, and AI-powered servicing, Mashreq has created a culture where customer needs shape products, services, and operational decisions. This customer-first approach has strengthened trust, deepened loyalty, accelerated digital adoption, and supported growth across personal, priority, and business banking segments.

At its core, the recognition reflects Mashreq's commitment to being client-obsessed by design, continuously simplifying banking and delivering experiences that customers value most.

The Asian Experience Awards recognises the ingenious initiatives of creative companies delivering meaningful brand experiences. It applauds unique, standout, and innovative experience initiatives launched for clients, potential customers, or employees.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact the awards team at +(65) 3158 1386 or [email protected].