Almost all UAE customers (92 percent) expect commercial brands to get to know them and cater to their individual needs, according to new survey data revealed by ServiceNow.
The study comes at a time when brand loyalty is reported to be at an all-time low, with over 90 percent of customers saying that they are less loyal to brands now than they were two years ago, the figure is at 15 percent points higher than the EMEA average.
The main reason attributed to lack of brand loyalty is ‘disappointing experiences’.
“Some of the findings are not surprising,” said Ali Kaddoura, Country Manager, GCC, at ServiceNow, of the report, which revealed that 93 percent of UAE consumers expect seamless service and 94 percent expect customer service representatives to resolve problems easily. “But what really stands out is that more consumers than ever expect their brands to really know them and cater to their personal preferences.”
Research found that over 79 percent of customers in the UAE felt that it was important for brands to be consistently aware of shopper purchasing habits. Additionally, 86 percent said that companies should remember the customer’s preferred communication channel.
A whopping 91 percent of UAE customers felt that personalised discounts and tailored recommendations need to be offered.
“Given the tech-savvy propensity of the UAE consumer base, we found it interesting that consumers here had a technology-based incentive to be loyal to a brand,” Kaddoura said, citing a finding that 86%, or 15 percentage points higher than the EMEA average, considered it important that brands provide a customer experience underpinned by the latest technology. An almost equal number — 85%, or 21 percentage points higher than the EMEA average — said they would likely be more loyal to a brand that invested in tech to provide a better customer experience.
Kaddoura added, “Brands must invest in a unified foundational technology platform for all enterprise digital workflows, allowing them to maximize the value of their existing technology investments and connect siloed systems, departments, and processes.”
The survey was conducted in 13,000 adults across the EMEA region including 1,000 in the UAE.
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