Dubai Bank today announced the launch of a new service for its female customers. “Amirah” (meaning princess in Arabic) is the bank’s new ladies banking services, which provides enhanced, targeted and more personalised services to the women that bank with them. As part of the new service, the bank has created exclusive areas within some of its branches, enabling women to carry out their banking transactions with greater comfort and privacy.

 

Amirah has initially been launched in the Ras Al Khaimah branch of Dubai Bank, with plans to expand to six other locations across the UAE over the course of the year. Dubai Bank also plans to establish eight to 10 “Ladies Only” departments and branches by the end of 2010.

 

Mohammad Amiri, Head of Retail Banking group at Dubai Bank, said: “Over the past few years, the number of Dubai Bank’s female customers has risen significantly. Women are playing an increasingly active role in financial transactions for themselves, their families and businesses. They are also seeking more personalised services. Amirah is our first step towards meeting these needs, to help them bank with added ease and comfort while adhering to core Islamic values.”

 

The bank will support its Amirah customers with a dedicated team of female banking professionals, who will provide operational assistance as well as advisory services relating to personal wealth management and commercial ventures.

 

He added: “There is immense demand from our female customers for a more personalised service. Our new initiative, Amirah, will help women customers experience our world-class products and services within a more discrete setting. We are confident that this will greatly appeal to women of all ages and social backgrounds.”

 

He concluded that customer service will continue to be a key focus of Dubai Bank.