In the UAE, businesses are leveraging real-time customer feedback to enhance their services. From re-engaging dissatisfied customers to involving senior leadership in customer service calls, brands are committed to providing a seamless customer experience.
Muhammad Masood Ali Khan, Director of Voice of Customer at Etisalat UAE, highlighted how the company’s top executives directly answered customer calls to gain deeper insights into their experiences. “Our C-level executives engaged with customers live,” he shared. “This allowed them to hear firsthand about the customer journey and feelings towards our brand, identifying areas needing improvement.”
Speaking at the CX Evolve panel, organized by Khaleej Times, he discussed how companies are integrating feedback into frontline operations. The event delved into the ways customer experience (CX) is reshaping corporate and brand functions.
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From left: Lubna Khlaifat, CX Leader, Human Experience Strategist and Transformational Speaker; Sagarika N., Group Director – Customer Experience and Service Excellence, GMG; Stephan Davies, General Manager, Customer Experience and Network Development, Al Masaood; Omnia Ahmed, Head of Customer Experience, AW Rostamani Group; Paul Mumo Ndaita, Unit Head, Customer Insights, Commercial Bank of Dubai; Muhammad Masood Ali Khan, Director – Voice of Customer, e&, speaking at KT Events CX Evolve conference in Dubai on August 28. Photo: Neeraj Murali.
Enhancing Company Culture
A company leader shared that by focusing on customer experience (CX) culture, their Net Promoter Score (NPS)—indicating the likelihood of service recommendations—soared by 73%.
Stephan Davies, General Manager of Customer Experience and Network Development at Al Masaood Group, emphasized the importance of real-time customer intelligence for all organizational levels, especially frontliners. “We’re seeing record sales in double digits, thanks to integrating real-time intelligence,” he noted.
Panelist Sagarika N, Group Director of Customer Experience and Service Excellence at GMG, described how daily team huddles with frontliners foster a customer-focused culture. “We value our agents’ voices and hold a 30-minute huddle to review daily successes and challenges,” she explained. “Positive feedback is celebrated like a lottery win.”
She added that the company shares real-time data across all levels to address customer dissatisfaction. “For each unhappy customer, we initiate a win-back strategy,” she said. “Data is shared with the team responsible for resolution, not just the CX team.”
Effective Service Recovery
Paul Mumo Ndaita, Unit Head of Customer Insights at the Commercial Bank of Dubai, stressed the importance of recognizing early signs of customer dissatisfaction, particularly in banking. “Banks have streamlined the onboarding process, making it frictionless,” he stated. “We’ve developed a model to identify potential customer shifts during onboarding, emphasizing early detection and service recovery.”
With 52 banks competing for over 11 million UAE residents, standing out in service and customer engagement is crucial.
Omnia Ahmed, Head of Customer Experience at AW Rostamani Group, suggested future shifts in CX measurement. “Technology should evolve without losing the human touch,” she noted. “Predictive analysis, leveraging AI and machine learning on transactional data, could revolutionize pre-purchase behavior insights.”
