Balancing Digital Innovation and Customer Trust in the Middle East and Africa
Consumers in the Middle East and Africa (MEA) are often early adopters of new products and services— especially when they are offered by brands that do good. These consumers are eager for a better customer experience with brands whose values are aligned with theirs and with companies that have demonstrated care and concern in the past. What’s more, just over half (54%) of MEA customers are willing to exchange their personal data to receive an excellent experience that anticipates their needs, compared with 36% of global customers, according to a January 2022 Harvard Business Review Analytic Services survey.