We let the facts do the talking.

SuperService – It’s a thing now.

Part 2: Buyers without Borders

Following the previous blogpost about the dire need for SuperService, I mentioned a term that I’ve stumbled upon quite recently, Buyers Without Borders. The question remains though: How do we strengthen our local approach and avoid losing an audience to the international market?

A Buyer Without Borders is:

  • Looking at international markets for their shopping experiences
  • In need of convenience and 24/7 VIP service
  • Willing to pay extra for that feeling of comfort

Offering SuperService is a multi-fold approach. UAE consumers have expressed the desire for organisations to adopt technology such as chatbots and AI that will offer round-the-clock customer service as well as enhance their overall experience. There is a small percentage that still prefers communicating with individuals as opposed to a machine but the general sentiment prevails that convenience and speed rank higher in terms of priorities. This doesn’t discount the efforts done by a customer service representative and the proof is in the numbers — two-thirds of UAE consumers prefer talking to a person to explain issues while a whopping 73% claim they’ve received the best responses to their queries through a phone call with a representative.

The report highlights the importance of predictive analytics to improve customer experience. While larger firms may claim that the implementation of technology may minimize the manpower at hand and affect people’s jobs, the inclusion of technology will actually reduce the workload due to their automated processes and ability to analyse and anticipate, which could be a slightly longer process if done by a human (Yes, I’m becoming an AI supporter).

All said and done, we’re residing in one of the happiest countries in the world. Needless to say, we’ve done something right in ensuring customer satisfaction and retaining our local audience. But the work is not complete; not yet at least. With technology being our one constant change in the industry and consumers being our source of inspiration, who know what’s next in the world of SuperService?


Riya Vatnani is Account Manager at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. |