Chat apps and SMS have become the most requested form of communication among Middle Eastern consumers, according to a survey released by provider of global omnichannel communications solutions Mitto.
This was especially relevant in industries where real-time updates are paramount, such as food delivery services, where 41 per cent of 1000 respondents in Qatar, Saudi Arabia and the UAE reported these methods as their top communication choice.
These findings underscore the immense value of brands engaging on multiple channels and offering omnichannel communications to ensure customers have flexibility and variety when interacting with businesses.
Where emails fall short
More than 58 per cent have experienced poor interactions with a brand in the past year.
The bulk of these subpar experiences happened via email, with 21 per cent of respondents saying this was the channel most featured in negative conversations. These unsatisfactory customer experiences reflect poorly on the brand, as almost two-thirds of Middle Eastern consumers reported that they would lose trust in a business following such occasions.
Nearly one-quarter of respondents said it only takes one negative experience to stop purchasing from a business, indicating a strong link between good customer experience and revenue. Following two-three poor interactions, 36 per cent would look to a competitor brand.
CEO of Mitto, Andrea Giacomini, said: “Positive CX [customer experience] is a cornerstone of a successful business and our survey highlighted the need for more quality experiences in the Middle East.
“If brands do not understand their consumers’ unique communication preferences or what they prioritise during support interactions, the businesses run the risk of losing current and future customers.
“We know that personalisation and flexibility are key when interacting with consumers in the Middle East. It is critical that brands adapt their communication channels to match the preferences of their target consumers before they lose them to a competitor.”
Risks of poor channel diversity
It becomes apparent from the survey that consumers expect to have freedom of choice when interacting with brands, as almost two-thirds deem it essential for brands to communicate on multiple channels, including SMS, chat apps and social media.
The flexibility is directly linked to a consumer’s view of the brand experience, as more than one-third use this ability to define positive customer experience and support.
Nearly 30 per cent of consumers also reported they would consider doing business with a competitor if their preferred communication channel was not available. This indicates that if businesses fail to provide customers with multi-channel interaction opportunities, they are likely to lose clients.
However, consumers are willing to provide this feedback to brands, with 42 per cent claiming they would first request the brand adopt new communication methods before turning away from the business.
Inflation impacts expectations for customer experience
More than half of Middle Eastern consumers are thinking twice about spending in all industries due to the rise of inflation. This is especially true in retail industries where almost 60 per cent of consumers revealed to be hesitant about their spending. As the price of goods and services are continue to rise, so do the expectations surrounding customer experience. For example, close to half of the consumers are expecting an enhanced level of personalisation from brands during this time of higher inflation, with 46 per cent also anticipating more quality services to compensate for the price hike.
With almost 32 per cent of consumers reporting they would choose to go to the dentist over having a miserable brand interaction, ensuring a positive customer experience for regional customers could offset the negatives of inflation. Noteworthy, 59 per cent of respondents said they would be open to spending more money despite high inflation if they were guaranteed to receive a good customer experience.
