"The first point of contact that many of our customers have with NBAD is in our branches. We want them to have an exceptional experience every time they come through our door. With the Al Manara program, the Bank’s people in the branches are becoming our shining lights, developing the very best possible service for our customers. Our investment in them is crucial.”.

Saif A. Al Shehhi
SGMD, Domestic Banking Division

Our branch staff are key to our strategy for delivering NBAD’s vision, and they provide the window to the NBAD brand to the public and, more importantly, our customers.

Our Retail Certification Program, the Al Manara project, is the result of integrated commitment and effort by the Domestic Banking Division Management towards successfully achieving its objectives.

Certification is used amongst most international banks as setting the standards of knowledge, skill and behavior for the required role. It is not only used for new employees as part of the on-boarding process, but also for existing staff who are in line for promotion. Al Manara is introducing certification to five key roles within the Consumer Banking Group. The initial project phase aims to certify existing staff and to put processes and procedures in place for new joiners.

The process starts with the development of a Learning Roadmap for each role, based on the overall competency profile for that role. Training needs analysis is performed to establish the learning and development needs required to perform that particular role at the branch.

Next, the team member embarks on a plan of development activity to meet the needs of the role, followed by formal assessment against its competencies.

Significantly, the process results in formal certification for successful participants.

The Learning and Development team ensures the continuous involvement of all of the relevant departments and subject matter experts with regards to the different stages of certification.

Some of the objectives of the Al Manara project include:

• Setting and monitoring quality standards of technical knowledge, skills, attitude and behavior of staff within branches, ensuring consistent delivery of high service levels.
• Ensuring that all employees have sufficient knowledge and understanding to meet the required Competency Profiles of their respective roles.
• Creating an environment of Control and Compliance to International Standards of Banking
• Supporting the Emiratisation initiative and developing high potential UAE nationals.

Al Manara represents a significant investment in all Consumer Banking staff (both UAE Nationals and Expatriates). This investment will ultimately improve the customer and employee experience and positively impacting the Consumer Banking business.