Page 18 - SAMENA Trends - March-April 2023

FEATURED SAMENA TRENDS

The modern consumer has access to This is an area in which Mobily has made Commission (CST) of the Best User
a bewildering number of products and extensive strides in recent years. Through Experience Award for 2021.
services available from a seemingly endless a steady and carefully planned process,
amount of companies. It is little wonder the entire company has been empowered These awards and the continuing
then that today’s customer tends to skip with the ability to become agile enough recognition and acknowledgment of Mobily
to different providers on a regular basis. to withstand market unpredictability, and as a telecoms provider that places the
This poses a challenge for companies in smart enough to identify new trends and customer at the center of its experience
many industries but is especially acute in develop products and services that meet have been made possible by extensive
the telecommunications and technology the requirements, and desires, of today’s investment in infrastructure, technology,
sectors. consumers. services, and products.

In these sectors, it is not uncommon for Mobily became the first telecom company to win the
almost continuous customer churn as new
and emerging technologies enable a host ‘Best Customer Experience Award’ as well as two Ook-
of exciting services to become available la Speedtest Awards at the Mobile World Congress
on a regular basis. As a result, it comes
as no surprise that customers jump to 2022. We were the winner of the Customer Experience
the latest and greatest new offering from Awards during the 2023 ICT Indicators Forum, for
one telecom provider to another. In such a
competitive and dynamic market, you must achieving the award’s international standards based
attract, and then retain customers, on a on customer votes, which aims to enhance a user’s
consistent basis.
experience and raise competitiveness among service
For this to be successful, it is imperative providers in the Kingdom.
for organizations to focus on creating
customer experiences that meet the needs We have been able to do this by placing our Mobily undertook a strategic refresh with
of their users. The Covid pandemic has primary focus on customer experiences. a primary focus on innovation that enabled
shifted habits and customer expectations; As a result, we have grown our brand value us to take a far more proactive approach
they now expect seamless and streamlined by 18 percent in 2023 and retained our in differentiating our portfolio through
experiences from their service providers. position as the 7th most valuable brand in intuitive products and services while
But more than this, they must be the Kingdom. We also became the Middle building new revenue streams in various
customizable to fit their needs and not East’s fastest-growing brand in 2023. key digital and ICT areas. Today, everything
limited to prescribed packages. Off-the- we do is implemented with a ‘partnership-
shelf and one-size-fits-all solutions are long This has been made possible through a ready’ mindset. This in turn means we
gone. multi-pronged approach to leverage many have had to become far more agile in our
different technologies and processes, operating model while optimizing our cost
The Covid pandemic to ensure the highest levels of customer per transaction.

experience. We set out with a clear vision
has shifted habits and to make Mobily a leading integrated and This approach can be seen in our
customer expectations; digital telecom company in Saudi Arabia. collaboration with Ericsson to implement
their artificial intelligence-based solution to
This method has paid off and we have been
they now expect seam- recognized by various industrial bodies for improve our network performance across
less and streamlined our customer experience and service. Saudi Arabia. We use this increasingly
prominent technology to analyze 5G
experiences from their Mobily became the first telecom company networks, diagnose issues and their
service providers. But to win the ‘Best Customer Experience causes, and offer solutions. This in turn
Award’ as well as two Ookla Speedtest
allows our customers to enjoy superior
more than this, they Awards at the Mobile World Congress uninterrupted 5G connectivity and is part of
must be customizable 2022. We were the winner of the Customer our wider strategy of digitization.
Experience Awards during the 2023 ICT
to fit their needs and Indicators Forum, for achieving the award’s The end goal is to deliver seamless
not limited to prescribed international standards based on customer solutions that are convenient to use and
provide the required capabilities to meet
votes, which aims to enhance a user’s
packages. Off-the-shelf experience and raise competitiveness the needs and aspirations of consumers.
and one-size-fits-all among service providers in the Kingdom. Our Mobily Pay digital payment system is
This followed the company’s awarding by
a great example of this. Mobile and digital
solutions are long gone. the Communications, Space & Technology wallets are having a transformative effect

18 MARCH-APRIL 2023