Introduction: A Region in Transition
The Middle East is undergoing a profound transformation in how businesses engage with their customers. As digital adoption accelerates, customer experience (CX) has emerged as a strategic differentiator—not just for consumer-facing brands, but increasingly for industrial and B2B enterprises. Yet, the journey toward delivering seamless, personalized, and scalable CX is complex, shaped by the region’s unique cultural, technological, and economic dynamics.
From the industrial corridors of Saudi Arabia to the luxury automotive showrooms of Dubai and the real-time delivery networks of Talabat, CX leaders are navigating fragmented data, inconsistent digital touchpoints, and rising customer expectations. But they are also innovating—leveraging AI, emotional intelligence, and next-gen CRM platforms to bridge the gap.
“It’s not about the money. It’s about creating value and building trust. That’s what customers remember.”
— Aamir Pirzada, CIO, National Metal Manufacturing and Casting Company
B2B CX: The Industrial Perspective
Aamir Pirzada, CIO of National Metal Manufacturing and Casting Company, offers a grounded view from the industrial sector. “We are primarily B2B, selling products through a supply chain that must be efficient and responsive. But CX doesn’t end at delivery—it extends to warranty services, technical support, and ease of doing business.”
He elaborates, “We need platforms that provide detailed technical specifications and 3D visuals so customers can make informed decisions without relying solely on salespeople. And we’re also working on secure, flexible online payment options that meet B2B compliance needs.”
On data privacy, Aamir adds: “With Saudi Arabia’s new PPL regulations, we’ve implemented strict data governance policies. We’ve embedded GRC solutions into our ERP landscape to ensure only authorized personnel can access customer data. Trust is non-negotiable.”
He emphasizes that CX in industrial settings is not just about product delivery but about building long-term relationships. “We are hearing the customers regarding the product they are choosing. They want to have face-to-face communication or buy online. We must be ready to offer both.”
“Aggregation of omnichannel is a technology gap that companies need to find a solution for—very fast.”
— Jaideep Khanduja, Chief Analyst, CXQuest
Retail Automotive: The Consistency Conundrum
In the UAE’s competitive automotive sector, Ebrahim Kamalzadeh, CIO of Al Nabooda Automobiles LLC, identifies a different pain point: consistency.
“One of the major challenges is the lack of uniformity across digital touchpoints,” he explains. “Customers expect the same experience whether they’re using an app, visiting a website, or calling a contact center. But legacy systems and poor integration between OEM and dealer platforms create friction.”
Jaideep probes deeper: “In a premium automotive brand, how do you blend digital transformation with the personal touch of CX that customers expect?”
Ebrahim responds: “Digital transformation projects must serve two main objectives—automation and solving business problems. Today’s customers want convenience, personalization, and sustainability. They expect to transact from anywhere, on any device, and still feel connected to the brand.”
He continues, “It’s not just about automating processes. It’s about creating value. For example, EVs have reshaped customer expectations in the automotive space. Brands must now offer personalized services, loyalty programs, and community-driven experiences that go beyond the transaction.”
“Next-generation CRM systems must unify digital channels and create a 360° view of the customer.”
— Ebrahim Kamalzadeh, CIO, Al Nabooda Automobiles LLC
Real-Time CX at Scale: The Talabat Model
Fahad Qureshi, Director – IT at Talabat, shares how real-time operations shape their CX strategy: “Our customer landscape is multi-layered—end users and restaurant partners. We’ve built a resilient, cloud-native infrastructure that scales automatically. Even during peak hours, the platform remains stable.”
Fahad emphasizes real-time monitoring: “We track every step—order placement, payment, dispatch, delivery. If something breaks, we don’t just fix it—we minimize the impact and communicate proactively.”
He adds: “We use AI for smart rider assignments, accurate delivery estimates, and automated support. During major campaigns, we set up cross-functional war rooms with tech, ops, and CX teams working together in real time.”
Behavioral Intelligence: The New Frontier
Jaideep observes: “Companies are now capturing customer behavior in real time, and alerts are raised automatically.”
Fahad agrees: “Exactly. If a frequent customer stops ordering, we investigate. Where did the experience break? These insights help us improve and personalize the journey.”
Jaideep reflects: “So the customer is becoming more demanding, and the business more intelligent?”
Fahad responds: “Absolutely. Today’s customers have options. If they’re not satisfied, they’ll leave. That’s why CX is now the top priority.”
“Each business is different. You must listen first, prioritize their objectives, and then design the solution to drive real value.”
— Sandeep Mahindra, Senior Enterprise Solution Architect, GBM
Tailored CX: One Size Doesn’t Fit All
Jaideep offers a vivid analogy: “You’re a chef with many dishes—but you don’t serve the same platter to every customer.”
Sandeep Mahindra agrees: “Each business is different. Aamir’s B2B model is not the same as Fahad’s real-time B2C. You must listen, understand their goals, and design solutions that deliver value—not just features.”
Omnichannel CX: A Work in Progress
Jaideep asks: “Fahad, omnichannel CX is a reality for platforms like Talabat. Where do you see the most friction?”
Fahad responds: “We’re not just present on multiple channels—we aim for consistency across all of them. Whether it’s app, web, live chat, or rider interaction, the experience must be seamless.”
He continues: “We’ve unified our customer data platform to personalize communication and resolve queries faster. But syncing real-time intelligence across internal systems during peak times is still a challenge. Also, maintaining tone and resolution quality across automated and human channels is a constant effort.”
CX Governance: Aligning Teams for Impact
Jaideep asks Sandeep: “How do you ensure alignment between marketing and customer service to deliver unified CX?”
Sandeep explains: “There must be a CX governance model with shared KPIs. Everyone—from IT to operations to customer service—must work toward a common goal. War rooms, like Fahad mentioned, are a great example. They bring all teams together to reduce friction and act in real time.”
He adds: “A 360° customer data platform is essential. It provides real-time insights, removes silos, and ensures everyone is aligned—not defending their role, but focused on the customer.”
“If the customer experience breaks down, nothing else matters.”
— Fahad Qureshi, Director – IT, Talabat
The Future of CX: Smart Cities, Connected Cars, and Ethical AI
Ebrahim Kamalzadeh shares a forward-looking perspective: “I see increasing investment in digital systems that enhance CX, especially in the automotive sector. UAE and Dubai are becoming test beds for autonomous vehicles. These require smart city infrastructure and constant connectivity—5G, IoT, and real-time data exchange.”
He continues: “Connected cars will revolutionize CX. Telematics devices will link vehicles to service centers and drivers, enabling predictive maintenance, recall campaigns, and real-time safety alerts.”
Ebrahim also highlights the evolution of AI: “AI chatbots are improving, but they’re still limited in multilingual capabilities. We need systems that understand regional languages and cultural nuances. Ethical AI is also critical—transparency, fairness, and responsible promotion must be built into these systems.”
He concludes: “AI assistants will soon autonomously handle bookings, test drives, and lead nurturing—even after office hours. These innovations will redefine customer engagement.”
Conclusion: From Challenge to Competitive Advantage
The Middle East is not just catching up in CX—it’s poised to lead. With its unique blend of cultural diversity, digital ambition, and economic transformation, the region offers fertile ground for CX innovation.
But success requires more than technology. It demands vision, alignment, and relentless customer focus.
As Aamir Pirzada puts it: “It’s not about the money. It’s about creating value and building trust. That’s what customers remember.”
And as Fahad Qureshi reminds us: “If the customer experience breaks down, nothing else matters.”
