Despite the advancements in technology, nothing can compare to the human touch in customer service, as highlighted by experts at the Khaleej Times CX Evolve Summit in Dubai. 'I believe the value of human interaction is undeniable,' stated Ahmed Khedr, Vice President of Retail Digital Transformation at e&. 'Even with advanced technology, we cannot overlook the importance of human interaction and the emotional connections it fosters. We must integrate technology with human interaction to ensure customer loyalty.' The fourth edition of the CX Evolve Summit, held on Thursday, convened industry leaders to explore how brands can predict consumer needs, manage customer experiences, and enhance brand loyalty.
Ahmed Khedr's remarks come as e& is set to launch its first autonomous store in Dubai Mall next week. The fully automated store will utilize artificial intelligence to provide a seamless shopping experience, with entry granted solely through facial recognition. He also shared a 'thank you' letter from a senior manager who commended the company's human touch. 'He visited one of our stores in Abu Dhabi intending to buy one item but left with three and two devices,' Khedr explained. 'The customer care representative provided a 'wow' experience that surpassed our technological capabilities.'
Gagandeep Gadri, Managing Director at frog, part of Capgemino Invent, noted that brands are increasingly adopting hyper-personalisation—customizing and targeting experiences through data, analytics, artificial intelligence, and automation. 'With numerous choices available, how do we retain their attention and ensure they return?' Gadri asked. 'Technology and AI are making hyper-personalisation feasible.' Karthik Akula, MENA regional head of Freshworks, compared hyper-personalisation to the traditional neighborhood grocery store. 'In the past, the local storekeeper knew you and your needs,' he said. 'Modernization has changed this, but AI is bringing back that level of personalisation.'
Gadri further explained that the world is experiencing a 'dual transition' towards a more digital yet sustainable future—the eco-digital era. 'As digitalisation, technology, AI, and sustainability drive transformative change, it is crucial to adapt and integrate these shifts,' he said. 'By adopting diverse, integrated systems and maintaining a human-centric approach, we can create superior and delightful customer experiences that align with this new era.' Citing a company report, Gadri stated that the eco-digital economy is projected to double in size over the next five years. 'Value encompasses not only economic but also societal value. We must be more cautious in our actions towards our planet.'
