customer satisfaction

Customer satisfaction is a foundational element of alrajhi bank commitment to responsible and ethical banking. Guided by SAMA’s Customer Protection Principles and the bank’s internal governance frameworks, the bank ensures that every interaction is transparent, fair and respectful of customer rights. This approach goes beyond service delivery, embedding robust safeguards, clear communication standards and strong complaint-handling mechanisms to protect customers and strengthen trust. By prioritising integrity, responsiveness and informed decision-making, the bank builds a secure and customer-centric environment that supports long-term satisfaction and loyalty.

Customer care and protection

The bank places customer care and protection at the heart of its service strategy, upholding a strong governance framework designed to ensure transparency, fairness, and trust across all customer interactions. The bank’s Customer Care and Customer Protection policies, approved by the Board of Directors, provide clear principles, rules, and operating standards that guide every stage of customer engagement, from onboarding to issue resolution. These policies are fully aligned with the Saudi Central Bank’s (SAMA) regulations, including the Principles and Rules for Protection of Customers of Financial Institutions.

Commitment to customer protection

alrajhi bank’s Customer Protection Policy establishes a comprehensive framework that ensures customers receive financial services transparently, securely, and fairly. This policy guides all employees in adhering to SAMA’s expectations, including:

Customer segments and channels

The bank ensures all customers have convenient and accessible ways to communicate, seek assistance or submit complaints through a wide network of channels. The bank serves a diverse customer base, including retail clients, private banking customers, corporate and MSME clients, as well as third-party consumers under approved arrangements. Support is provided across the full range of products and services, including current accounts, financing and loan products, credit cards, Tahweel services, digital channels and specialised corporate and MSME solutions.

Customers can reach the bank through multiple approved communication channels, such as branches, the website, the mobile application, the Contact Centre/IVR, email, fax, social media platforms and the SAMA CARE portal. These channels ensure comprehensive coverage, allowing customers to interact with the bank in the way that best suits their needs and preferences.

In 2025, the bank successfully delivered Blue Week, its annual flagship card campaign offering exclusive, time-bound discounts and rewards to alrajhi card customers across its network of merchant partners. The campaign this year achieved outstanding customer satisfaction, strong card spending results, and greater partner engagement, with participation expanding to 204 partners compared to 172 in 2024, supported by substantial co-marketing investment from key retail partners.

Complaint handling and service quality

The bank maintains a rigorous and transparent complaint management framework in line with SAMA’s Customer Protection principles, with oversight from the Board. All complaints are assigned a unique reference number and communicated to customers via SMS, enabling seamless tracking throughout the resolution cycle. Customers are kept informed at every stage, and all cases are resolved within the regulated SLA timelines, with exceptions only for international claims. The bank provides detailed responses, supporting documents, and clear escalation options through documented channels to ensure fairness and clarity. Quarterly reports on complaint volumes, resolution performance, and key KPIs are submitted to senior management, while regular root-cause analysis is conducted to prevent recurring issues and strengthen process performance. Customers can escalate unresolved concerns both internally and directly to SAMA through dedicated mechanisms. To support accessibility, the bank offers a toll-free helpline (8001248880) for domestic callers and dedicated numbers for international customers, alongside extensive educational materials covering fraud prevention, financial risks, product features, and responsible borrowing to enhance customer awareness and protection.

Customer education and awareness

Aligned with SAMA’s directives, the bank maintains ongoing programmes to educate customers on financial products, risks, fraud prevention, and channels for obtaining accurate information. These initiatives strengthen customer confidence, improve financial decision-making, and support national financial literacy objectives.

To maintain high service standards, the bank ensures annual training for all Customer Care employees, continuous development in complaint handling, customer interaction, and compliance and alignment with SAMA’s customer protection principles and internal Code of Conduct.

Elevating customer loyalty through mokafaa

The mokafaa programme continued to evolve in 2025 with a strong focus on enhancing customer experience. Key improvements included refining the Customer Value Propositions (CVPs), expanding engagement by broadening the range of services within the bank’s partner network, and extending banking product offerings for valued members. The digital experience was significantly upgraded with a wider selection of exclusive mokafaa offers from various offer partners. A new, streamlined points financial summary was introduced for easier tracking, complemented by improved navigation to enhance overall User Experience (UX). Additionally, promotional and partner banners were strategically placed to capture members’ attention, alongside a dedicated mokafaa notification tracker.

Notably, the external earn portfolio saw substantial growth, allowing members to accrue points through more than 40+ partners (and counting). mokafaa now links customers with fast-moving consumer brands, comprising leading grocery chains, delivery platforms, and top lifestyle and travel partners, driving high-frequency, recency-based interactions, that elevate engagement and experience across a diverse range of industries. The year closes with over 310 partners across Saudi Arabia, making mokafaa the largest loyalty portfolio in the financial services sector in the Kingdom. The partner network now covers over 20 diverse categories, including retail, dining, travel, luxury brands, pharmacies, delivery services, groceries, and furniture, among others. mokafaa also expanded its reach to the POS merchant network, enabling Neoleap merchants to facilitate points redemptions through POS terminals.

Over 60 mokafaa promotional campaigns were executed using various marketing channels. Members also had the opportunity to avail more than 115 exclusive mokafaa discount offers with partners from the alrajhi app, and the dedicated X (formerly Twitter) account for mokafaa standing at over 110K followers. These efforts collectively

contributed to achieving the highest Net Promoter Score (NPS), Customer Satisfaction Score (SAT), and Customer Effort Score (CES) to date. Having the most preferred loyalty programme in the country further solidified the bank’s position within the competitive banking landscape, driving attracting customer acquisition and fostering stronger partnerships through its growing brand loyalty.

Protecting customer rights across digital and physical channels

The bank continuously monitors its electronic platforms, ATMs, and POS systems to safeguard customer assets and maintain uninterrupted service. Customers receive free SMS notifications for every account transaction, and clear limits are set and reviewed annually on transfers, withdrawals, and online activities to enhance protection and transparency. In alignment with SAMA’s Customer Protection principles, alrajhi bank also maintains a firm commitment to fairness and non-discrimination, ensuring that all customers are treated equitably regardless of gender, age, race, disability, or social status. This commitment reinforces the bank’s customer-centric values and supports a safe, inclusive, and trustworthy banking experience for all.

Customer privacy

The bank upholds strict standards for customer protection and ethical communication across all marketing activities, ensuring full compliance with SAMA regulations and internal governance requirements. The bank enforces rigorous customer-data privacy controls, prohibiting the use of clickable links in SMS or email marketing to reduce fraud risks, and requiring explicit customer consent before any marketing messages are sent. Communication preferences are carefully recorded and always respected. The bank also safeguards vulnerable customer groups by prohibiting the distribution of credit-related marketing materials to individuals under 18 years of age, ensuring responsible promotion of financial products. In alignment with SAMA’s Counter-Fraud Framework, any suspicious activity detected within marketing channels is promptly escalated to the bank’s Anti-Fraud and Digital Crime units. Furthermore, every marketing campaign incorporates financial-security awareness messages, including guidance on safeguarding ATM and credit cards, PINs, and cheque books, as well as clear instructions for reporting loss, theft, or fraud, strengthening customer resilience and supporting responsible financial behaviour.

Fair advertising

As part of alrajhi bank’s commitment to responsible banking and sustainable growth, the bank places strong emphasis on transparent customer communication and fair marketing practices, ensuring that customers receive accurate, complete, and ethical information.

By mandating full compliance with SAMA’s legal, regulatory and statutory requirements, and aligning with alrajhi bank Shariah principles, the Marketing and Communication department policy provides a clear governance framework for responsible communication. Central to this aim is the bank’s commitment to fair advertising, ensuring that all campaigns, promotions and product disclosures are clear, accurate and non-misleading. Through this policy, the bank safeguards customer interests, reinforces trust and supports a fair, ethical and customer-focused marketing environment.

Responsible advertising and marketing controls

As per the Marketing and CX Group policy, all marketing campaigns, whether delivered through ATL, BTL, or digital channels, must be reviewed by the Compliance Group at least five working days prior to public distribution. This review ensures regulatory alignment, transparency, and adherence to consumer-protection standards.

The bank maintains strict expectations regarding clarity and truthfulness in communication. Marketing content must not contain any false, exaggerated, or misleading claims, and all messages must be presented in a clear, accessible, and easily understandable manner. Financial data such as pricing, rates, fees, and performance indicators must be precise, appropriately explained, and supported by accurate disclosures. The bank also prohibits the use of unauthorised trademarks, imitated branding, and any proprietary marks without prior consent to prevent customer confusion and ensure ethical conduct.

All product-related marketing communications involving fees or financial commitments must prominently include the bank’s name, logo, and contact details, as well as a clear presentation of the Annual Percentage Rate (APR), where applicable, and a full breakdown of all fees and commissions. Promotional offers must include defined validity periods and expiration dates to ensure customers are accurately informed. In instances where foreign-currency pricing is referenced, a clear warning must be displayed to highlight exposure to exchange-rate fluctuations.

In accordance with SAMA directives and national guidelines, the bank observes strict restrictions on sensitive or regulated content. This includes the prohibition of using images of holy sites for promotional purposes, restrictions on publishing maps of the Kingdom without government approval, and the requirement for pre-authorisation from SAMA before using or reproducing images of currency. These measures ensure cultural and religious respect, safeguard national identity, and reinforce the bank’s adherence to regulatory expectations.

Through these comprehensive controls, alrajhi bank ensures that all advertising and marketing activities maintain integrity, respect cultural norms, and provide customers with transparent, reliable, and responsible communication aligned with global sustainability standards.