UAE consumers show preference for “digital first”

Customer engagement is decidedly digital-first, but brands are under pressure to merge online and offline interactions into personalized experience as in-person interaction re-emerges, finds Salesforce’s fifth edition of its State of the Connected Customer report. 82 percent of UAE respondents have purchased products in new ways since 2020.

The report shares insights from nearly 17,000 consumers and business buyers across 29 counties, including 650 from the UAE, on the new digital-first customer engagement landscape.

According to the report, a trust-based economy has emerged. As customers navigate a rapidly changing world, questions of trust, values, and integrity are increasingly impacting their relationships with companies. 89 percent of UAE respondents believe trust becomes more important in times of change.

As priorities and behaviours shift, established brand loyalties are undergoing tests of strength. 74 percent of UAE consumers have switched brands at least once in the past year. Companies must make customer support a priority if they want to win repeat business. 94 percent of respondents from the UAE agree positive customer support experience makes them more likely to make a repeat purchase.

This new digital-first world has changed the norms of commerce, work, and everyday life, prompting customers and brands to re-establish how they connect. As customers continue to shift their preferred experiences with brands to online channels, brands must re-imagine digital-first experiences that engage customers in a way that is flexible, thoughtful, and provides a personal touch.

“The results of this survey were clear and offer a profound message for companies in the UAE: In times of change, such as we are in today, it is imperative to understand your customers’ needs and expectations and make them your guiding light,” said Thierry Nicault, Area Vice President – Middle East and North Africa, SalesForce. “Only by understanding each individual customers’ needs can companies earn, build, and maintain customer trust, which is the ultimate currency of engagement.”

Data in the State of the Connected Customer report is from a double-blind study of 13,020 consumers and 3,916 business buyers across North America, South America, Europe, Africa, and Asia Pacific. Countries surveyed include Argentina, Australia, Belgium, Brazil, Canada, Chile, Colombia, Denmark, Finland, France, India, Ireland, Italy, Japan, Mexico, the Netherlands, New Zealand, Norway, Singapore, South Africa, South Korea, Spain, Sweden, Switzerland, Thailand, the United Arab Emirates, the United Kingdom, and the United States.