BrazilNew Metrics: 4 customer experience trends to watch in the Middle East
Customer Experience (CX) has emerged as a critical differentiator for businesses and governments across the Middle East. In the rapidly evolving CX landscape, Rami Haffar from New Metrics shares four trends that are set to shape the domain in 2025 and beyond.
1) Digital Transformation as a CX Driver
Digital transformation has become a cornerstone of CX in the Middle East, enabling organizations to improve accessibility, efficiency, and customer engagement through advanced technology. Investment in digital platforms, automation, and AI has surged, with governments leading by example.
For instance, UAE PASS has simplified citizen access to government services by enabling a single digital identity, while Saudi Arabia’s Absher platform has revolutionized processes like visa renewals and vehicle registration. These initiatives not only streamline operations but also significantly enhance customer convenience and satisfaction.
In the private sector, industries like banking and telecom have deployed AI-powered chatbots to address customer inquiries instantly, reducing wait times and improving resolution rates. E-commerce platforms have integrated recommendation engines powered by machine learning, offering tailored product suggestions based on browsing and purchasing histories.
As a result, customers now expect such seamless and personalized digital experiences as standard across all sectors.
2) Omnichannel Experience Evolution
As customers increasingly interact with brands across multiple touchpoints, the demand for a cohesive and seamless omnichannel experience has grown. Businesses in the Middle East are investing in bridging the gap between physical and digital channels to ensure consistency and convenience.
Retailers are leading the charge by combining in-store experiences with robust online platforms. For example, Chalhoub Group, a leading luxury retailer in the UAE, has introduced AI-driven virtual shopping assistants to complement its in-store concierge services, enabling customers to receive personalized recommendations whether they shop online or in person.
Additionally, integrating Arabic-language support and culturally relevant design into digital and social platforms has become a priority. Telecom companies like STC (Saudi Telecom Company) have developed Arabic-first digital interfaces, recognizing the importance of linguistic and cultural personalization to build stronger customer connections.
3) Personalization and Data Utilization
In an era of data abundance, Middle Eastern businesses are leveraging analytics to deliver hyper-personalized experiences. Data insights allow organizations to predict customer needs, personalize communications, and tailor products or services.
Neo-banks in the region have utilized customer transaction data to offer bespoke financial products, such as savings plans and credit options, while luxury hospitality brands like Jumeirah Hotels have harnessed guest profiles to provide customized travel itineraries and on-demand amenities. The retail sector has also embraced this trend, with platforms like Noon and Amazon Middle East refining their recommendation algorithms to maximize engagement and conversions.
While personalization drives engagement, it also requires robust data governance. Organizations are balancing this by adopting privacy measures to ensure customer trust, which has become a critical success factor.
4) Customer Feedback and Insights
Feedback-driven CX strategies have gained momentum, with organizations implementing continuous loops to gather, analyze, and act on customer insights. Tools like NPS, CES, and CSAT surveys are being adapted to capture region-specific feedback and measure satisfaction.
Public sector entities have been exemplary in this regard. In Saudi Arabia, Riyadh Municipality has actively incorporated citizen feedback into its urban planning initiatives, ensuring that services align with residents’ needs. Similarly, Dubai Airports has deployed real-time feedback systems at key touchpoints to identify and resolve passenger concerns instantly, enhancing travel experiences.
In the private sector, telecom and banking industries have made strides in using feedback to refine customer journeys. For instance, Etisalat has used feedback data to reimagine its customer support operations, introducing self-service solutions that address the most common customer pain points.
Across industries, organizations are responding to an increasingly digital-first customer base while striving to maintain the human connection that resonates deeply with Middle Eastern consumers.
A regional view on CX performance
The Middle East’s CX landscape is marked by distinct regional dynamics, influenced by varying governmental priorities, cultural expectations, and economic landscapes. While the UAE and KSA dominate as pioneers in CX innovation, other GCC countries like Qatar, Bahrain, and Oman are carving their paths with unique opportunities and challenges.
The United Arab Emirates
The UAE has cemented its reputation as a global leader in CX, largely driven by visionary government initiatives. Programs like Smart Dubai and the UAE’s paperless government strategy have set ambitious benchmarks for digital transformation and customer-centricity. For example, the UAE has introduced fully digitized public services, enabling residents to access essential processes such as visa renewals, bill payments, and healthcare appointments seamlessly via mobile apps.
A defining feature of the UAE’s CX landscape is the role of expatriate diversity in shaping expectations. With over 80% of the population comprising expatriates, businesses must cater to a highly multicultural customer base. This has resulted in the adoption of globally inspired best practices, such as multilingual support, tailored customer journeys, and culturally inclusive marketing strategies.
Dubai-based banks offer a range of financial products specifically designed for expatriates, such as remittance services and savings accounts tailored to international needs.
The UAE’s private sector continues to push CX boundaries, with industries like retail, hospitality, and real estate investing heavily in personalized experiences and cutting-edge technologies like AI and VR to stay competitive.
Saudi Arabia
Saudi Arabia’s CX evolution is deeply rooted in the strategic objectives of Vision 2030, which places customer satisfaction at the heart of its ambitious goals. Government-driven initiatives to diversify the economy and enhance public services have accelerated the adoption of innovative CX practices across sectors.
In the public sector, platforms like Absher have transformed how citizens engage with government services, setting new standards for efficiency and accessibility. Meanwhile, the rapid expansion of the tourism and entertainment industries, fueled by mega-projects like NEOM and the Red Sea Project, has created a surge in demand for tailored, memorable customer experiences.
KSA has also become a hotspot for Neo-banking and fintech innovation. Platforms such as STC Pay and new digital-first banks have rapidly gained traction by offering seamless, mobile-first financial solutions, addressing the needs of a tech-savvy population. The adoption of open banking frameworks has further enhanced personalization and convenience in financial services, positioning KSA as a leader in the regional fintech space.
Qatar
As it continues to build on the legacy of hosting the FIFA World Cup 2022, Qatar is channeling its investments into enhancing tourism and public service experiences. Initiatives like Qatar e-Government 2020 have laid the groundwork for a seamless, customer-focused digital ecosystem. However, balancing rapid development with traditional cultural values remains a key challenge for CX initiatives.
Bahrain
Known for its financial services industry, Bahrain has embraced digital transformation in banking and fintech. The Bahrain Fintech Bay initiative has spurred the development of customer-first solutions, including digital wallets and AI-powered financial tools. However, scalability and resource optimization remain barriers for smaller businesses aiming to implement advanced CX technologies.
Oman
Oman’s CX priorities are closely tied to its Vision 2040, which emphasizes the integration of technology into government and private sector services. While the country is making progress with initiatives like the Invest Easy business portal, challenges around digital infrastructure and customer awareness highlight the need for consistent investment in CX education and training.
