June 25, 2024



As part of Al Hilal Bank’s strategy for delivering excellence in customer satisfaction, the Bank has initiated an important internal campaign, “It Comes from Within”, in line with the UAE leadership’s key and clear vision in achieving both employee and customer satisfaction.

Customer care is absolutely embedded in the Bank’s Islamic Banking principles and is at the heart of everything that we do.

“It Comes from Within” encourages employees through a performance driven approach to deliver best in class customer service. The campaign promotes dedicated values among staff members through employee training and mentoring with the aim of ensuring and embedding the very best customer service culture; in this context, both employees and customers benefit.

Al Hilal Bank CEO, Alex Coelho, explained, “H.H. Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai, recently said that employee satisfaction is the key to customer satisfaction. ‘It Comes from Within’, is aimed at strongly evolving a client-centric culture in Al Hilal Bank staff. Al Hilal Bank began this innovative initiative in early 2017, through multiple creative internal initiatives to highlight the Bank’s main core value: that customer satisfaction begins with every employee. It is our collective commitment to serve every customer with passion, to work together, to go beyond the expectations of both customers and colleagues, and it is employee satisfaction that gives these principles meaning.”

Sultan Al Mahmoud, Head of Human Resource Department, re-iterates this message, “All successful organizations share one common goal – customer focus and delivering quality service. We adopt a high performance, engaging culture in the bank; we provide our team with self-confidence and skills to help them grow, and deliver enhanced customer service, in line with our internal campaign, “It Comes from Within”.



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