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 Harvard Business Review Analytic Services survey. 

Demographic and social shifts across the Middle East and Africa are bringing new attitudes and expectations, and a whole new set of priorities for businesses to reckon with. Read findings and suggestions to balance innovation and customer trust in the MEA region.