New survey shows 80% of Saudi consumers demand 'super service'

Four-in-five Saudi consumers (or 80 percent) expect an immediate response from the organizations and vendors they contact – part of a growing demand for ‘super serve’ customer engagement, says a report by Avaya Holdings and Davies Hickman Partners.

The two companies polled 8,000 consumers across Australia, France, Germany, Italy, Saudi Arabia, Singapore, South Africa, the UAE and the UK, on their views on interacting with large organizations.

According to the report, 80 percent of Saudi consumers believe that large organizations should make customer contact easier, compared to a global average of 79 percent.

The report also found that Saudi consumers are more demanding of ‘SuperServe’ organizations, with 80 percent wanting an immediate response from the organizations they contact. That figure is compared to global average of 79 percent.

What’s more, Saudi consumers are prepared to support organizations that make interacting with them easier – 84 percent of those surveyed said that convenience is more important than price, compared to 63 percent of consumers globally who said the same thing.

“SuperService is becoming a key demand among Saudi consumers. We have conducted this research biennially since 2010, and this year’s results show that customers will remain loyal to organizations that provide outstanding customer service across every channel and make communication easy,” said Fadi Hani, Vice President – Middle East, Africa and Turkey, Avaya.

The Saudi consumers polled for the report expressed a desire for large organizations to adopt emerging, advanced technologies that will improve the customer experience.

Over 60 percent said they’d like to use a smart speaker such as an Amazon Echo to access customer service, while 80 percent would like to use voice biometrics to bypass identification and verification questions. Those figures compare to global averages of 50 percent and 71 percent respectively, the survey findings revealed.