Consumer loyalty battle in UAE is won through digital-first with a human experience

In an era dominated by digital-savvy consumers, UAE brands winning the consumer loyalty battle are those that master digital-first and client-centric automation – while not forgetting about an authentic human experience. That is according to the 2025 edition of KPMG’s Customer Experience report.

The analysis, one of the most in-depth of its kind on customer experience in the UAE marketplace, assessed the customer experience value chain for over 100 leading brands active in the UAE, including Emirates, Amazon, Fedex, HSBC, Etihad, Carrefour, Lulu Hypermarket, and Talabat.

The report found that over the past year, the brands assessed have managed to lift their average customer experience score by 1,5%, in contrast to a global trend of decline (KPMG conducts its Customer Experience report in numerous countries) and outperforming many international markets on several criteria.

“While several global markets struggled with flat or declining customer experience scores this year, UAE brands tells a different story,” noted Gonçalo Traquina, Partner and Head of Customer Transformation at KPMG in the UAE.

The study found that technology is a key lever in turning customer journeys into personalized and responsive journeys. Technology can help brands rapidly and effectively shed light into consumer experiences, personalize campaigns and outreach, and keep engagement throughout the entire process from orientation to purchase, as well as customer service.

“This year’s findings reflect broad improvements in customer satisfaction and service quality across sectors. This is proof that technology investments are paying off,” said Traquina.

He added however that technology alone is by no means enough to cook the recipe for success. “As brands invest in technology, they must remember that success lies in making those experiences feel human. Our research shows that empathy is not just a nice-to-have but a key differentiator that can build trust, personalization, and deliver business and brand impact.”

Integrity is another factor that should be top of mind for brands, ranking as a top 3 factor for customer experience in the UAE. The KPMG report found that brands are taking this into consideration – “they are focusing on transparency in their offerings, from accurate product details to fair pricing and after-sales support.”

The brands at the top

When it comes to individual company performances, Emirates, Etihad and IKEA have been named as the UAE’s customer experience leaders. The top 10 is rounded off by Amazon, Emarat plus, Abu Dhabi Commerical Bank, Emirates Post Group, Fedex, HSBC and Emirates NBD. Emirates Islamic Bank made the most significant leap in the index, climbing 42 places, closely followed by Careem and Daman.

Sector-wise, the travel and hospitality industry emerged as the top performer, recording a 1.3% average year-on-year increase in customer experience scores since 2017. “This growth has been driven by mobile-first, highly personalized customer service offerings that deliver a seamless experience for tourists,” Traquina explained.

Meanwhile, the financial services sector also showed notable improvement, with a 1.5% average year-on-year rise in customer experience scores since the study’s inception.

Enhancing performance

For those brands that are seeking to elevate their customer experience performance, the KPMG report outlines a strategic roadmap for brands to align their digital investments with real human needs. “Companies that prioritize designing AI-enabled experiences with empathy and integrity, tailored to diverse consumer expectations, will lead the next wave of advocacy, loyalty, and market advantage,” the authors concluded.