Mystery Shopping: Driving Compliance and Customer Experience Excellence

When I think about the evolving banking landscape in the UAE, one thing is clear, customer experience and regulatory compliance are no longer separate conversations. They go hand in hand. Over the past few months, I have had the opportunity to lead mystery shopping assessments for some of the region’s most respected financial institutions, and the insights have been eye-opening.

Why Mystery Shopping Is More Than a Checklist?

For me, mystery shopping isn’t just about ticking boxes for compliance. It’s about understanding what really happens when a customer walks into a branch. Does the staff communicate clearly? Are disclosures transparent? Is the customer treated with respect and empathy? These are the moments that define trust and trust is the foundation of banking.

Our Approach at Baker Tilly

We take a comprehensive, practical approach to mystery shopping. It’s not just about observing; it’s about aligning every interaction with the Consumer Protection Regulation (Circular No. 8 – 2020) issued by the Central Bank of the UAE.

Here’s what we focus on:

• Communication & Transparency: Are service charges and product terms clearly explained?
• Market Conduct: Is there any sign of mis-selling or false commitments?
• Data Protection: Are privacy safeguards and fraud reporting channels in place?
• Complaint Handling: Can customers easily escalate issues if needed?
• Consumer Education: Are initiatives like anti-fraud awareness and financial literacy visible?

What We’ve Seen?

In our recent engagements, I have been impressed by the professionalism and honesty of branch staff even when product offerings were limited. Transparency matters, and customers appreciate it. But there’s always room to go further: proactive education, visible complaint channels, and stronger communication on data protection can elevate the experience from good to exceptional.

Why This Matters for Banks?

Mystery shopping gives banks a real-world view of their service delivery. It highlights strengths, uncovers gaps, and provides actionable insights to improve customer trust and regulatory alignment. In a market where expectations are rising, this isn’t optional, it’s strategic.

Looking Ahead

As regulations tighten and customer expectations grow, mystery shopping will remain a critical tool for banks to validate compliance and deliver service excellence. At Baker Tilly, we are proud to help institutions achieve both.