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The UAE’s top brands accelerated their digital transformation to improve customer engagement during and after the pandemic, with Emirates, IKEA and Lulu hypermarkets outpacing most retail brands.
That’s according to KPMG’s 2022 Customer Experience Excellence (CEE) report, which collected the views of more than 89,000 customers on their experiences with brands across the UAE.
Emirates retains the top spot thanks to its tradition of outstanding service and customer engagement. Emirates leads across all six pillars in CEE, demonstrating a well-executed end-to-end customer experience. IKEA earned the top CX ranking for its wide range of product categories available in one-stop shop and home delivery service with real-time updates on order status and progress.
Meanwhile, many companies have steadily improved their CX rankings since 2017 thanks to store accessibility, high-quality customer service, and loyalty apps. Services such as digital solutions and an immersive guest experience, including upgrading its visual communications platform to enhance scheduling flexibility and adding professional video synchronization capabilities, have won the company favor with consumers.
Customers value brands
Goncalo Traquina, Partner and Head of Client Advisory, KPMG Lower Gulf Management Consulting, said: “The findings of the latest KPMG Central and Eastern Europe report show that customers value brands that deliver connected experiences across multiple channels. Many companies are leveraging artificial intelligence such as predictive analytics Driven tools to deliver a hyper-personalized experience that resolves problems before customers even realize they exist.
“From tailoring website-based customer campaigns to intelligently recommending products, offering personalized offers and rewards to customers at the right time, UAE brands are doubling down on their efforts to engage consumers. They will need to be agile to integrate with the offline retail experience.”
Despite the convenience of online shopping, reports suggest customers are returning to brick-and-mortar stores as post-pandemic restrictions have eased. Therefore, brands will need to focus on using advanced predictive and prescriptive techniques to mitigate customer issues before they occur.
modern tools
The report reveals that many UAE brands are using modern tools and technologies to analyze data, mine insights and optimize CX metrics to drive increased business value. They are moving from simply measuring customer satisfaction to complex multi-level measurement frameworks that span the end-to-end journey and drive decision making.
The KPMG Central and Eastern Europe report also noted a heightened focus on ESG, with a majority of clients expressing a desire to make more sustainable or ethical sourcing within the next six months. This is in line with findings from KPMG’s 2022 CEO Outlook, in which 74% of CEOs said ESG and digital investing are inextricably linked, with 62% planning to invest at least 6% of their sustainability plan. – – trade arab news agency
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