‘Get to know us,’ 92% of UAE consumers tell brands

‘Get to know us,’ 92% of UAE consumers tell brands

Almost all UAE consumers expect commercial brands to understand and cater to their individual needs, according to a report released day by ServiceNow, a digital workflow company.

The study — in which researchers interviewed 13,000 adults across Europe, the Middle East and Africa (EMEA), including 1,000 in the UAE — revealed the critical success factors for the nation’s brands as they compete to deliver the best customer experiences. Some 92 per cent of respondents said it is important that brands understand them.

The findings come at a time when brand loyalty is at an all-time low — 91 per cent of consumers surveyed in the UAE (15 percentage points higher than the EMEA average) said they are less loyal to brands now than they were two years ago. Almost one in four (23 per cent) attribute this to disappointing experiences.

“Some of the findings are not surprising,” said Ali Kaddoura, country manager, GCC, at ServiceNow, of the report, which revealed that 93 per cent of UAE consumers expect seamless service and 94 per cent expect customer service reps 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